MTU Library Catalogue

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Marketing across cultures / Jean-Claude Usunier and Julie Anne Lee.

By: Usunier, Jean-Claude [author.].
Contributor(s): Lee, Julie, 1948- [author.].
Material type: materialTypeLabelBookPublisher: Harlow ; New York : Financial Times/Prentice Hall, 2005Copyright date: ©2005Edition: 4th edition.Description: xx, 573 pages : illustrations ; 25 cm.Content type: text Media type: unmediated Carrier type: volumeISBN: 0273685295 (paperback).Subject(s): Export marketing -- Social aspects | International business enterprises -- Social aspects | Intercultural communicationDDC classification: 658.8
Contents:
Part 1: The cultural variable in international marketing -- Introduction to Part 1 -- The cultural process -- Cultural dynamics 1: Time and space -- Cultural dynamics 2: Interactions, mindsets and behaviours -- Part 2: The integration of local consumption in a global marketing environment -- Introduction to Part 2 -- Cross-cultural consumer behaviour -- Local consumers and the globalization of consumption -- The convergence of marketing environments worldwide -- Cross-cultural market research -- Part 3: Marketing decisions for the intercultural environment -- Introduction to Part 3 -- Intercultural marketing strategy -- Product policy 1: Physical, service and symbolic attributes -- Product policy 2: Managing meaning -- The critical role of price in relational exchange -- International distribution and sales promotion -- Part 4: Intercultural marketing communications -- Introduction to Part 4 -- Language, culture and communication -- Intercultural marketing communications 1: Advertising -- Intercultural marketing communications 2: Personal selling, networking and public relations -- Intercultural marketing negotiations 1: People, trust and tasks -- Intercultural marketing negotiations 2: Some elements of national styles of business negotiation.
Holdings
Item type Current library Call number Copy number Status Barcode
General lending MTU Bishopstown Library Lending 658.8 (Browse shelf(Opens below)) 1 Available 00179906
Total holds: 0

Enhanced descriptions from Syndetics:

'Marketing Across Cultures' analyses cultures within global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. It compares national marketing systems and local commercial customs in various countries and studies the interaction between business people from different cultures.

Includes bibliographical references and indexes.

Part 1: The cultural variable in international marketing -- Introduction to Part 1 -- The cultural process -- Cultural dynamics 1: Time and space -- Cultural dynamics 2: Interactions, mindsets and behaviours -- Part 2: The integration of local consumption in a global marketing environment -- Introduction to Part 2 -- Cross-cultural consumer behaviour -- Local consumers and the globalization of consumption -- The convergence of marketing environments worldwide -- Cross-cultural market research -- Part 3: Marketing decisions for the intercultural environment -- Introduction to Part 3 -- Intercultural marketing strategy -- Product policy 1: Physical, service and symbolic attributes -- Product policy 2: Managing meaning -- The critical role of price in relational exchange -- International distribution and sales promotion -- Part 4: Intercultural marketing communications -- Introduction to Part 4 -- Language, culture and communication -- Intercultural marketing communications 1: Advertising -- Intercultural marketing communications 2: Personal selling, networking and public relations -- Intercultural marketing negotiations 1: People, trust and tasks -- Intercultural marketing negotiations 2: Some elements of national styles of business negotiation.

Table of contents provided by Syndetics

  • Part 1
  • 1 The Cultural Variable in International Marketing
  • 2 Cultural dynamics 1: Time and Space
  • 3 Cultural Dynamics 2: Interactions, Mindsets and Behaviours
  • Part 2
  • 4 Cross-cultural Consumer Behaviour
  • 5 Local Consumers and the Globalization of Consumption
  • 6 The Convergence of Marketing Environments Worldwide
  • 7 Cross-Cultural Market Research
  • Part 3
  • 8 Intercultural Marketing Strategy
  • 9 Product Policy 1: Physical, Service and Symbolic Attributes
  • 10 Product Policy 2: Managing Meaning
  • 11 The Critical Role of Price in Relational Exchange
  • 12 International Distribution and Sales Promotion
  • Part 4
  • 13 Language, Culture and Communication
  • 14 Intercultural Marketing Communications 1: Advertising
  • 15 Intercultural Marketint Communications 2: Personal Selling, Networking and Public Relations
  • 16 Intercultural Marketing Negotiations1: People, Trust, and Tasks
  • 17 Intercultural Marketing Negotiations 2: Some Elements of National Styles of Business Negotiation