Marketing across cultures /

• Usunier, Jean-Claude.
• Lee, Julie, 1948-.

• Export marketing -- Social aspects
• International business enterprises -- Social aspects
• Intercultural communication

• Pearson Education Ltd.,

• 0273713914 (pbk.)
• 9780273713913 (pbk.)

• Includes bibliographical references and index.
• 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

• Global marketing and advertising understanding cultural paradoxes
• Strategic marketing
• Doing business in emerging markets entry and negotiation strategies
• Principles of direct and database marketing a digital orientation
• international business environment diversity and the global economy
• Sports sponsorship and marketing communications a European perspective
• International trade and the world economy
• Marketing across cultures
• Managing the global supply chain