International Marketing: A Cultural Approach
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.
Format:Paperback
Language:English
ISBN:0131945807
ISBN13:9780131945807
Release Date:May 1993
Publisher:Prentice Hall
Length:496 Pages
Weight:1.70 lbs.
Dimensions:0.9" x 6.9" x 9.2"
Customer Reviews
1 rating
A treasure for intercultural work
Published by Thriftbooks.com User , 27 years ago
This book is a true treasure for everybody who has to work on intercultural strategies for a company or on any other work dealing with this subject. Usunier used a lot of "real-life" examples to show the reader how intercultural marketing and intercultural behaviour should look like. A lot of companies - especially European companies - still neglect the importance of intercultural understanding and it should be a duty for them to read this book.
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