Handbook On Cross Cultural Marketing
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Handbook On Cross Cultural Marketing
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Author : Glen H. Brodowsky
language : en
Publisher: Edward Elgar Publishing
Release Date : 2020-09-25
Handbook On Cross Cultural Marketing written by Glen H. Brodowsky and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2020-09-25 with Business & Economics categories.
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Handbook Of Cross Cultural Marketing
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Author : Erdener Kaynak
language : en
Publisher: Routledge
Release Date : 2014-04-08
Handbook Of Cross Cultural Marketing written by Erdener Kaynak and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-04-08 with Business & Economics categories.
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.
Handbook Of Cross Cultural Marketing
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Author : Paul A. Herbig
language : en
Publisher: Routledge
Release Date : 1999-01-01
Handbook Of Cross Cultural Marketing written by Paul A. Herbig and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 1999-01-01 with Export marketing categories.
Going Global Can Be A Risky Business If You Don'T Divest Youself Of Your Ethnocentric Thinking. Handbook Of Cross-Cultural Marketing Shows You How To Sensitize Your Marketing Approaches To The Cultural Norms And Taboos Of Other Societies As Well As The Importance Of Demonstrating An Interest, Knowledge And Appreciation Of Different Cultures. By Identifying And Explaining Ten Important Aspects Of Culture That Are Essential To Cross-Cultural Marketing, This Book Shows You How To Increase Your Chances At Success In International Markets.
Handbook Of Research On Ethnic And Intra Cultural Marketing
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Author : Brodowsky, Glen H.
language : en
Publisher: Edward Elgar Publishing
Release Date : 2022-10-11
Handbook Of Research On Ethnic And Intra Cultural Marketing written by Brodowsky, Glen H. and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-10-11 with Business & Economics categories.
Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.
Cross Cultural Marketing
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Author : Dawn Burton
language : en
Publisher: Routledge
Release Date : 2008-11-21
Cross Cultural Marketing written by Dawn Burton and has been published by Routledge this book supported file pdf, txt, epub, kindle and other format this book has been release on 2008-11-21 with Business & Economics categories.
Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including: Cross-cultural consumer behaviour Cross-cultural management practice Promotional strategies Product development Distribution Marketing research methods Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.
Cross Cultural Marketing
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Author : Robert Rugimbana
language : en
Publisher:
Release Date : 2003
Cross Cultural Marketing written by Robert Rugimbana and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Marketing categories.
Cross Cultural Marketing
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Author : Robert Rugimbana
language : en
Publisher: Cengage Learning
Release Date : 2003
Cross Cultural Marketing written by Robert Rugimbana and has been published by Cengage Learning this book supported file pdf, txt, epub, kindle and other format this book has been release on 2003 with Globalization categories.
Traditionally International Marketing texts look out from one culture and attempt to export or adapt ideas that work at home to a different culture. Apart from the odd vignette showing how cultural misunderstandings can affect business relations, very little material exists on the realities of marketing to different cultures both externally - beyond the borders of a country or continent - and internally - that is marketing to different cultural communities at home.Cross-Cultural Marketing explores the key roles that multiculturalism plays in different societies and its impact on marketing theory and practice and will examine the importance of the cultural context in different societies' marketing practices. Marketing has a strong cultural context and a great deal of marketing activities take place in settings that are context-specific. Thus, cultural contexts of marketing have become inescapable issues in both the study and practice of marketing.The text considers the various branches of marketing activity - communication, services, relationships, branding, product strategy, pricing, e-commerce, consumer behaviour - and places them in a cross-cultural context. There are eight valuable case studies dealing with issues as varied as the pharmaceutical industry and the AIDS crisis in Africa and the introduction of the Euro to international Rugby websites and cultural issues in Retailing. The contributors are drawn from a variety of cultures across all continents.Cross-Cultural Marketing is a valuable resource for students following an undergraduate or postgraduate course on international marketing or international business.
Global Marketing And Advertising
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Author : Marieke de Mooij
language : en
Publisher: SAGE
Release Date : 2018-10
Global Marketing And Advertising written by Marieke de Mooij and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2018-10 with Business & Economics categories.
Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications. The author helps define cross cultural segments to better target consumers across cultures and features content on how culture affects strategic issues, such as the company′s mission statement, brand positioning strategy, and marketing communications strategy. It also demonstrates the centrality of value paradoxes to cross cultural marketing communications, and uses the Hofstede model to help readers see how their understanding of cultural relationships in one country/region can be extended to other countries/regions. Updates to the new edition include: Up-to-date research on new topics, including: culture and the media, culture and the Internet, and a more profound comparison of the different cultural models. More examples from major regions and countries from around the world Broader background theory on usage differences of new digital media and extensive coverage of consumer behaviour A range of online instructor resources complement the book, including chapter-specific PowerPoint slides, downloadable advertising images from the book, chapter-specific questions and key points, and video examples of advertising from around the world.
Marketing Across Cultures
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Author : Fons Trompenaars
language : en
Publisher: John Wiley & Sons
Release Date : 2004-09-24
Marketing Across Cultures written by Fons Trompenaars and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2004-09-24 with Business & Economics categories.
The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
International Business And Culture
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Author : Małgorzata Bartosik-Purgat
language : en
Publisher:
Release Date : 2024
International Business And Culture written by Małgorzata Bartosik-Purgat and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 2024 with Business & Economics categories.
International Business and Culture: Challenges in Cross-Cultural Marketing and Management explores the intricate relationship between culture and business, offering valuable insights for both practitioners and scholars. The authors delve into the profound impact of cultural dimensions on various aspects of international business, marketing, human resource management, and organisational structure. They examine the theoretical frameworks underpinning these studies through a meticulous narrative literature review and case studies. The significance of understanding cultural influences on business decisions becomes paramount in an increasingly interconnected world. The book addresses challenges faced by companies operating across diverse cultures, emphasising the need for adaptation in international marketing and management. Based on practical examples, the research focuses on identifying the most culturally sensitive areas in international business and explores the crucial cultural determinants influencing engagement with foreign markets. The book's theoretical background spans international business, marketing, and management, and it is intertwined with cultural concepts from Hofstede and Hall. It consists of 16 chapters covering marketing and communication strategies across cultures, cultural aspects of international business and cross-cultural management based on practical examples of Duracell, Inc., PepsiCo, Volkswagen, VELUX Group, and Amica Group, among others. The book highlights the undeniable interconnectedness of culture and business. As businesses expand internationally, the symbiotic relationship between culture and business remains a pivotal factor influencing success and growth.