Intercultural Marketing: Theory and Practice

ISBN-13: 9780367457914 / Angielski / Twarda / 2020 / 244 str.

Ivana Beveridge

Opis

With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice.

Spis treści

1. The Globalization Imperative  2. De-Coding Culture: The Basics of Cultural Literacy  3. Universal Criteria for Understanding Cultures  4. Conceptual East–West Differences: Psychological Processes, Philosophical Traditions, Stimuli Processing, and Paradoxical Thinking  5. Conceptual East–West Differences: Intercultural Communication and Religious Beliefs  6. Frameworks for Interpreting Cultural Differences  7. Language Considerations in Intercultural Markets  8. Research Considerations in Intercultural Markets

O autorze

Ivana Beveridge is Lecturer in Marketing at the University of Houston, U.S. She has extensive international marketing experience with global marketing agencies and corporations, including award-winning campaigns and a client portfolio spanning Fortune 100 companies and various governments. Her PhD is from the Sorbonne University, France.