Cross-Cultural Marketing

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Cross-Cultural Marketing

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  • 製本 Paperback:紙装版/ペーパーバック版/ページ数 416 p.
  • 言語 ENG
  • 商品コード 9781861528018
  • DDC分類 658.848

Full Description

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.

Contents

PART 1: CROSS-CULTURAL MARKETING ENVIRONMENT
1. Cultural value, Nathalie Prime, Paris School of Management, ESCP-EAP;
2. Multicultural marketing, Dawn Burton, University of Leeds;
CASE 1: Culture, Italian language and business: links overlooked and underestimated, Laura Ancilli and Val Clulow, Swinburne University of Technology;
CASE 2: Etics and emics: bridging a gap in international business culture, Anton Kriz, U of X, and Jacqueline A Flint, Central Coast School of eBusiness and Management, University of Newcastle in Australia
PART 2: DEVELOPING A CROSS-CULTURAL MARKETING STRATEGY
3. Cross-cultural marketing research, Li-Wei Mai, University of Westminster;
4. Segmentation in cross-cultural marketing, Andrew Lindridge, Manchester School of Management-UMIST;
5. Branding in cross-cultural marketing, Frances Ekwulugo, University of Westminster;
6. Cross-cultural product strategy, Greg Elliott, Macquarie University, and Chandrama Acharya, National University of Singapore;
7. Cross-cultural pricing issues, Michael Callow, Morgan State University, and Dawn Lerman, Fordham University;
8. Cross-cultural marketing channels, Robert Rugimbana and Byron Keating, University of Newcastle in Australia;
9. Cross-cultural communications and promotions, William Darley, University of Toledo, and Denise Luethge, University of Michigan-Flint;
CASE 3: Exploring the impact of consumer ethnocentrism, country of origin and branding on consumer choice, Greg Elliott, Macquarie University, and Chandrama Acharya, National University of Singapore;
CASE 4: The Euro: A cultural shock to shopping, Michael Callow, Morgan State University, and Dawn Lerman, Fordham University
PART 3: IMPLEMENTING A CROSS-CULTURAL MARKETING STRATEGY
10. Marketing services across cultures, Guillherme Pires and John Stanton, University of Newcastle in Australia;
11. Relationship marketing in cross-cultural contexts, Paul Houman Andersen, University of Aarhus;
12. Corporate social responsibility, Ven Sriram, University of Baltimore, and Franklyn Manu, Morgan State University;
13. Internal marketing, Paul Matthyssens, University of Antwerp, and Huib Wursten, Business Culture & International Training;
CASE 5: The pharmaceutical industry and AIDS, Ven Sriram, University of Baltimore, and Franklyn Manu, Morgan State University;
CASE 6: Cadbury Schweppes, Frances Ekwulugo, University of Westminster
PART 4: CONTEMPORARY ISSUES IN CROSS-CULTURAL MARKETING
14. Cross-cultural perspectives on e-business, Byron Keating and Robert Rugimbana, University of Newcastle in Australia;
15. Multicultural marketing, Ian Wilkinson, and Constant Cheng, University of Western Sydney; 16. Cross-cultural marketing for SMEs, Isobel Doole and Robin Lowe, Sheffield Hallam University;
17. The future of global consumer cultures, Michael Dailey, New Moon Research, and Susan Carley, Kennesaw State University;
18. The future of challenges of cross-cultural and multicultural marketing, C P Rao, University of Kuwait;
CASE 7: Cultural values in retailing, Ogenyi Omar, University of the South Bank, and Charles Blankson, Grand Valley State University;
CASE 8: Super 12s rugby union, comparing the information content and infotainment usage in Australian, New Zealand and South African Super 12s websites, Jamie Carlson, University of Newcastle in Australia, Phillip J Rosenberger III, University of Newcastle in Australia, and John Paynter, The University of Auckland Index