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Disponibilidad: En existencia
ISBN: 9780273757764
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Edición: 6
Copyright: 2013
Páginas: 496

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Marketing Across Cultures (Ebook)

By Jean-Claude Usunier and Julie Anne Lee

Classical consumer marketing textbooks generally emphasize world markets and are often cross-border extensions of American marketing thought, blatantly ignoring people, languages and cultures and implicitly arguing in favour of uniformity. By contrast, large multinational companies, such as Mars, Pepsi-Cola, L’Oréal or Nestlé, do not in fact follow the traditional textbook recipes: their practice is always much more adaptive to, and respectful of, local contexts. Further, the relatively recent fi nancial shockwaves have left much of the developed world with very low or non-existent growth. This has prompted companies to examine seriously the potential for growth into emerging and developing nations. However, these markets have very different consumers, with very different interests, preferences, purchasing patterns and price sensitivities, very different competitive environments and very different marketing infrastructure. 1 This text offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. We invite the reader to undertake an exercise in decentering. We try to break out of our ‘Francocentric’ and ‘Aussie-centric’ boxes, in much the same way as Gorn 2 invites us to break out of ‘North American boxes’. Understanding international diversity a in consumer behaviour and marketing management becomes the central teaching objective for an international marketing textbook. This text adopts an intercultural approach to international marketing; this has two main dimensions:

Part 1 Foundation Concepts 
Part 2 The Environment of International Business 
Part 3 Strategy and Opportunity Assessment
Part 4 Entering and Working in International Markets 
Part 5 Functional Area Excellence