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eISBN : 9781405871402

Sommaire : Contents
Introduction: Marketing in the global villages
Acknowledgements
Part 1 The cultural variable in international marketing
Introduction to Part 1
1 The cultural process
2 Cultural dynamics 1: Time and space
3 Cultural dynamics 2: Interactions, mindsets and behaviours

Part 2 The integration of local consumption in a global marketing environment
Introduction to Part 2
4 Cross-cultural consumer behaviour
5 Local consumers and the globalization of consumption
6 The convergence of marketing environments worldwide
7 Cross-cultural market research

Part 3 Marketing decisions for the intercultural environment
Introduction to Part 3
8 Intercultural marketing strategy
9 Product policy 1: Physical, service and symbolic attributes
10 Product policy 2: Managing meaning
11 The critical role of price in relational exchange
12 International distribution and sales promotion

Part 4 Intercultural marketing communications
Introduction to Part 4
13 Language, culture and communication
14 Intercultural marketing communications 1: Advertising
15 Intercultural marketing communications 2: Personal selling, networking and public relations
16 Intercultural marketing negotiations 1: People, trust and tasks
17 Intercultural marketing negotiations 2: Some elements of national styles of business negotiation
Postscript
Author Index
Subject Index

Langue : Anglais

Edition : 4ème

Localisation : Bibliothèque Campus de Nice

Support : Numérique

Etat : Présent

Propriétaire : Bibliothèque