Marketing across cultures / / Jean-Claude Usunier, Julie Anne Lee

• Autore: Usunier Jean-Claude
• Pubblicazione: Harlow, England ; ; New York, United States : , : Pearson, , [2013]; ©2013
• Edizione: Sixth edition.
• Descrizione fisica: 1 online resource (xviii, 478 p.) : ill
• Disciplina: 658.84
• Soggetto topico: International business enterprises - Social aspects; Marketing; Export marketing - Social aspects; Intercultural communication
• Persona (resp. second.): LeeJulie Anne
• Nota di bibliografia: Includes bibliographical references at the end of each chapters and index.
• Nota di contenuto: Cover -- Contents -- Introduction Marketing in the global villages -- Acknowledgements -- Part 1 The cultural variable in international marketing -- Introduction to Part 1 -- 1 The cultural process -- 1.1 Defining culture -- 1.2 Elements of culture -- 1.3 Culture and nationality -- 1.4 Culture, competence and stereotypes -- 1.5 Ethnocentrism and self-referencecriteria -- Questions -- References -- Appendix 1 Teaching materials -- A1.1 Critical incident: An old lady from Malaysia -- A1.2 Critical incident: The parable -- A1.3 Reading: Body rituals among the Naciremas -- Appendix reference -- 2 Cultural dynamics 1: time and space -- 2.1 A model of action based on cultural assumptions -- 2.2 Time: cross-cultural variability -- 2.3 Space territoriality -- 2.4 Concept of the self and others -- 2.5 Chronically and situationally accessible cultural norms -- Questions -- References -- Appendix 2: Teaching materials -- A2.1 Cross-cultural scenario: Inshallah -- A2.2 Cross-cultural interaction: Engineering a decision -- A2.3 Cross-cultural interaction: Opening a medical office in Saudi Arabia -- A2.4 Reading: Language and time patterns - the Bantu case -- A2.5 Exercise: World picture test -- Appendix references -- 3 Cultural dynamics 2: interactions and behaviours -- 3.1 Models of interaction -- 3.2 Culture-based attitudes towards action -- 3.3 Cultural assumptions and actual behaviour -- Questions -- References -- Appendix 3 Teaching materials -- A3.1 Critical incident: An American in Vietnam -- A3.2 Rationales for Section A2.1 (cross-cultural scenario) and Sections A2.2 and A2.3 (cross-cultural interaction) -- Appendix references -- 4 Language, culture and communication -- 4.1 Verbal communication: the role of context -- 4.2 Non-verbal communication -- 4.3 Language shaping our world views -- 4.4 The Internet: communication in cyberspace. ; 4.5 Improving communication effectiveness in international business -- Questions -- References -- Appendix 4: Teaching materials -- A4.1 Exercise: Multicultural class -- A4.2 Exercise: I 'love' cake -- A4.3 Case: Longcloud - languages in cyberspace -- A4.4 Case Supreme Canning -- A4.5 Critical incident: Scandinavian Tools Company -- Appendix references -- Part 2 The integration of local consumption in a global marketing environment -- Introduction to Part 2 -- 5 Cross-cultural consumer behaviour -- 5.1 Culture and consumer behaviour -- 5.2 The influence of culture on selected aspects of consumer behaviour -- 5.3 Investigating the cross-cultural applicability of consumer behaviour concepts -- 5.4 Ethnic consumption -- 5.5 Marketing as an exchange of meanings -- Questions -- References -- Appendix 5 Teaching materials -- A5.1 Exercise: 'Dichter's consumption motives' -- A5.2 Exercise: Investigating the cross-cultural applicability of a consumer complaint scale -- A5.3 Case: Mobile phones in the European Union -- A5.4 Exercise: Cross-cultural consumer behaviour and the standardization/adaptation of service offers -- A5.5 Exercise: Multi-domestic versus global -- Appendix references -- 6 Local consumers and the globalization of consumption -- 6.1 Free trade doctrine and the denial of cultural variety in consumers' tastes -- 6.2 The global convergence of consumption patterns -- 6.3 The emergence of a global consumer culture -- 6.4 Local products and consumption experiences -- 6.5 Local consumer cultures and resistance to change -- 6.6 Emergent patterns of mixed local/global consumer behaviour -- Questions -- References -- Appendix 6 Teaching materials -- A6.1 Case: Setting the stage - Disneyland Resort Paris -- A6.2 Case: Papa Ingvar's worries -- A6.3 Case: McDonald's - a global cultural icon? -- Appendix references -- 7 Cross-cultural market research. ; 7.1 Local marketing institutions and infrastructures -- 7.2 Equivalence in cross-cultural research -- 7.3 Translation equivalence -- 7.4 Measure equivalence -- 7.5 Comparability of samples -- 7.6 Data-collection equivalence -- 7.7 Researching internationally -- 7.8 Conclusion -- Questions -- References -- Appendix 7 Teaching materials -- A7.1 Case: Mobile phones in the European Union -- A7.2 Exercise: Hair shampoo questionnaire -- Appendix reference -- Part 3 Marketing decisions for the intercultural environment -- Introduction to Part 3 -- 8 Intercultural marketing strategy -- 8.1 Cost arguments and global strategies -- 8.2 The globalization of competition -- 8.3 Globalization of international marketing strategies -- 8.4 Market segments -- 8.5 Conclusion -- Questions -- References -- Appendix 8 Teaching materials -- A8.1 Case: Bollywood: selling Indian movies in the West -- A8.2 Case: Muslim Cola: cola wars or cola crusades? -- A8.3 Case: Odol -- A8.4 Exercise: Dangerous Enchantment -- Appendix references -- 9 Product strategy: physical, service and symbolic attributes -- 9.1 Adaptation or standardization of product attributes -- 9.2 Physical attributes -- 9.3 Service attributes -- 9.4 Symbolic attributes -- Questions -- References -- Appendix 9 Teaching materials -- A9.1 Case: Movies worldwide -- A9.2 Case: Fast food - Halal or Haram? -- Appendix references -- 10 The critical role of price in relational exchange -- 10.1 Price as a signal conveying meaning -- 10.2 Bargaining -- 10.3 Price and consumer evaluations -- 10.4 International price tactics -- 10.5 Market situations, competition and price agreements -- 10.6 Managing prices in highly regulated environments -- Questions -- References -- Appendix 10 Teaching materials -- A10.1 Case: Saito Importing Company -- A10.2 Case: Riva International -- A10.3 Case: Taman SA. ; A10.4 Case: AIDS - global ethics and the pricing of AIDS drugs -- Appendix reference -- 11 International distribution and sales promotion -- 11.1 Criteria for choosing foreign distribution channels -- 11.2 Role of distribution as a 'cultural filter' -- 11.3 Direct marketing and the Internet -- 11.4 Sales promotion: other customs,other manners -- Questions -- References -- Appendix 11 Teaching materials -- A11.1 Case ComputerLand in Japan -- A11.2 Case: Virtual beehive - online marketing of US honey -- Appendix references -- Part 4 Intercultural marketing communications -- Introduction to Part 4 -- 12 Branding: managing meaning -- 12.1 National images diffused by product origin and brand name -- 12.2 Consumer product evaluation according to country of origin -- 12.3 National, international and global brands -- Questions -- References -- Appendix 12 Teaching materials -- A12.1 Exercise: Interpreting symbolic attributes -- A12.2 Case: Soshi Sumsin Ltd -- A12.3 Case: Derivados de Leche SA -- A12.4 Case: K21-tech: B2B or B2C brands for computer components? -- Appendix references -- 13 Intercultural marketing communications 1: advertising -- 13.1 Influence of culture on attitudes towards advertising -- 13.2 Culture and advertising strategy -- 13.3 Culture and advertising execution -- 13.4 Media worldwide: technological advances and cultural convergence -- 13.5 The globalization of advertising -- Questions -- References -- Appendix 13 Teaching materials -- A13.1 Case: Brand USA - selling Uncle Sam like Uncle Ben's -- A13.2 Case: Excel and the Italian advertising campaign -- A13.3 Exercise: Borovets - a Bulgarian ski resort -- A13.4 Exercise: Slogans and colloquial speech -- A13.5 Case: Mexicom designs a public health communication campaign for Mexico -- Appendix references. ; 14 Intercultural marketing communications 2: personal selling, networking and public relations -- 14.1 Intercultural commerce -- 14.2 Networks in business markets -- 14.3 Buyer-seller interactions -- 14.4 Sales force management in a cross-cultural perspective -- 14.5 Public relations across cultures -- 14.6 Bribery: facts -- 14.7 Bribery: ethical aspects -- Questions -- References -- Appendix 14 Teaching materials -- A14.1 Case: When international buyers and sellers disagree -- A14.2 Case: Setco of Spain -- A14.3 Case: Union Carbide at Bhopal -- A14.4 Case: The Brenzy nouveau has arrived! -- A14.5 Case: Bielrohr AG -- Author index -- Subject index.
• Sommario/riassunto: 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.
• Titolo autorizzato: Marketing across cultures
• ISBN: 0-273-75776-8
• Formato: Materiale a stampa
• Livello bibliografico: Monografia
• Lingua di pubblicazione: Inglese
• Record Nr.: 9910150228603321
• Lo trovi qui: Univ. Federico II
• Serie: Always learning.