Marketing Across Cultures

Jean-Claude Usunier, Julie Anne Lee

512 pages, parution le 21/03/2005 (4^eme édition)

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Résumé

International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high - only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest.

Marketing Across Cultures, fourth edition, uses a successful two-stage cultural approach to explore international marketing: A cross-cultural approach which compares marketing systems and local commercial customs in various countries and an intercultural approach which studies the interaction between business people from different national cultures.

Invaluable to all undergraduate, postgraduate and M BA students studying international marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, fourth edition, is essential reading. Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Anne Lee helps bring an Australasian perspective to the new edition.

New material includes:

The internet revolution and its impact on international marketing
Additional web references that allow in-depth and updated access to cultural and business information
New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA - Selling Uncle Sam Like Uncle Ben's (Chapter 14} and more!

L'auteur - Jean-Claude Usunier

Diplômé d'HEC, docteur ès sciences économiques et agrégé en sciences de gestion, Jean-Claude Usunier est professeur a l'École des HEC (Université de Lausanne) où il est spécialisé en marketing et en gestion commerciale.

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L'auteur - Julie Anne Lee

Julie Anne Lee is Senior Lecturer in Marketing at the Graduate School of Management, University of western Austalia.

Sommaire

Introduction: Marketing in the global villages
Acknowledgements
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
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
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
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
Postscript
Author Index
Subject Index

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Caractéristiques techniques

	PAPIER
Éditeur(s)	Prentice Hall
Auteur(s)	Jean-Claude Usunier, Julie Anne Lee
Parution	21/03/2005
Édition	4^eme édition
Nb. de pages	512
Format	19 x 24,5
Couverture	Broché
Poids	1127g
Intérieur	2 couleurs
EAN13	9780273685296
ISBN13	978-0-273-68529-6