Handbook of Cross-Cultural Marketing

ISBN-13: 9780789002853 / Angielski / Miękka / 1997 / 392 str.

Paul Herbig

Opis

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.

Spis treści

Contents
Introduction

• Part I. Premarketing
• Chapter 1. Cultural Impacts of Markets: Pitfalls and Potentials
• Chapter 2. The Standardization vs. Adaptation Debate: Wherefore Art Thou Now?
• Chapter 3. Cross-Cultural Negotiations
• Chapter 4. Cross-Cultural Dimensions of Marketing Research
• Part II. Marketing
• Chapter 5. Cross-Cultural Aspects of Products
• Chapter 6. Cross-Cultural Influences on Advertising
• Chapter 7. Cross-Cultural Aspects of Trade Fairs
• Chapter 8. Cross-Cultural Sales Promotional Techniques
• Chapter 9. Cross-Cultural issues in Sales and Sales Management
• Chapter 10. A Cross-Cultural View of Channels of Distribution
• Chapter 11. Pricing
• Part III. PostMarketing
• Chapter 12. Cross-CulturalAspects of Services Marketing
• Chapter 13. Cross-Cultural Implications of the Aftermarket
• Chapter 14. Cross-Cultural Dimensions of Service Quality
• Chapter 15. Green Marketing
• Conclusion
• Bibliography
• Index
• Reference Notes Included

O autorze

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