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Marketing Across Cultures , 6th edition, by Jean-Claude Usunier and Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
The sixth edition has been extesively rewritten. The order of chapters and sections within them has changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.
Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia
The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunier
Product Description
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
Features + Benefits
Clear writing style
Frequent links out to key websites
Boxes highlight and expand on key issues
End-of-chapter questions test the reader’s understanding of the major themes
End-of-chapter scenarios, further reading and discussion guides
Backcover
Marketing Across Cultures, 6th edition, by Jean-Claude Usunier and Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
The sixth edition has been extesively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.
Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia
The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunierlee
Table of contents
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING
1. The cultural process
2. Cultural dynamics 1: time and space
3. Cultural dynamics 2: interactions, mindsets and behaviours
PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT
4. Cross-cultural consumer Behaviour
5. Local consumers and the globalisation of consumption
6. Cross-cultural market research
PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT
7. Intercultural marketing strategy
8. Product policy 1: physical, service and symbolic attributes
9. Product policy 2: managing meaning
10. The critical role of price in relational exchange
11 .International distribution and sales promotion
PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS
12. Language, culture and communication
13. Intercultural marketing communications 1: advertising
14. Intercultural marketing communications 2: personal selling, networking and public relations
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
The sixth edition has been extesively rewritten. The order of chapters and sections within them has changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.
Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia
The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunier
Product Description
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
Features + Benefits
Clear writing style
Frequent links out to key websites
Boxes highlight and expand on key issues
End-of-chapter questions test the reader’s understanding of the major themes
End-of-chapter scenarios, further reading and discussion guides
Backcover
Marketing Across Cultures, 6th edition, by Jean-Claude Usunier and Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
The sixth edition has been extesively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.
Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia
The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunierlee
Table of contents
PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING
1. The cultural process
2. Cultural dynamics 1: time and space
3. Cultural dynamics 2: interactions, mindsets and behaviours
PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT
4. Cross-cultural consumer Behaviour
5. Local consumers and the globalisation of consumption
6. Cross-cultural market research
PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT
7. Intercultural marketing strategy
8. Product policy 1: physical, service and symbolic attributes
9. Product policy 2: managing meaning
10. The critical role of price in relational exchange
11 .International distribution and sales promotion
PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS
12. Language, culture and communication
13. Intercultural marketing communications 1: advertising
14. Intercultural marketing communications 2: personal selling, networking and public relations
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.