Cross-cultural marketing:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
London
Thomson
2003
|
| Ausgabe: | 1. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XIV, 370 S. |
| ISBN: | 1861528019 |
Internformat
MARC
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| 245 | 1 | 0 | |a Cross-cultural marketing |c ed. by Robert Rugimbana ... |
| 246 | 1 | 3 | |a Cross cultural marketing |
| 250 | |a 1. ed. | ||
| 264 | 1 | |a London |b Thomson |c 2003 | |
| 300 | |a XIV, 370 S. | ||
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| 650 | 4 | |a Marketing - Études transculturelles | |
| 650 | 7 | |a Marketing |2 gtt | |
| 650 | 7 | |a Multiculturele samenlevingen |2 gtt | |
| 650 | 4 | |a Marketing |v Cross-cultural studies | |
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
Preface vii
Contributors xi
PART 1 Cross cultural marketing environment l
Chapter 1 Cultural value
Nathalie Prime 3
Chapter 2 Multicultural marketing
Dawn Burton 25
Case 1 Culture, Italian language and business: links overlooked and
underestimated
Laura Andlli and Val Clulow 45
Case 2 Etics and emics: bridging a gap in international business culture
Anton Kriz and Jacqueline A. Flint 53
PART 2 Developing a cross cultural marketing strategy 59
Chapter 3 Cross cultural marketing research
Li Wei Mai 61
Chapter 4 Segmentation in cross cultural settings
Andrew Lindridge 77
Chapter 5 Branding in cross cultural marketing
Frances Ekwulugo 91
Chapter 6 Cross cultural product strategy
Greg Elliott and Chandrama Acharya . 108
Chapter 7 Cross cultural pricing issues
Michael Callow and Dawn Lerman 117
Chapter 8 Cross cultural marketing channels
Robert Rugimbana and Byron Keating 129
Chapter 9 Cross cultural communications and promotion
William Darley and Denise Luethge 141
Contents
Case 3 Exploring the impact of consumer ethnocentrism, country of
origin and branding on consumer choice
Greg Elliott and Chandrama Acharya 161
Case 4 The Euro: a cultural shock to shopping
Michael Callow and Dawn Lerman 173
PART 3 Implementing a cross cultural marketing strategy 181
Chapter 10 Marketing services across cultures
Guilherme Pires and John Stanton 183
Chapter 11 Relationship marketing in cross cultural contexts
Poul Houman Andersen 209
Chapter 12 Corporate social responsibility
Ven Sriram and Franklyn Manu 227
Chapter 13 Internal marketing
Paul Matthyssens and Huib Wursten 243
Case 5 The pharmaceutical industry and AIDS
Ven Sriram and Franklyn Manu 257
Case 6 Cadbury Schweppes
Frances Ekwulugo 264
PART 4 Contemporary issues in cross cultural marketing 267
Chapter 14 Cross cultural perspectives on e business
Byron Keating and Robert Rugimbana 269
Chapter 15 Multicultural marketing
Ian Wilkinson and Constant Cheng 282
Chapter 16 Cross cultural marketing for SMEs
Isobel Doole and Robin Lowe 298
Chapter 17 The future of global consumer cultures
Michael Dailey and Susan Carley 322
Chapter 18 The future and challenges of cross cultural and multicultural
marketing
C. P. Rao 328
Case 7 Cultural values in retailing
Ogenyi Omar and Charles Blankson 341
Case 8 Super 12s rugby union: comparing the information content and
infotainment usage in Australian, New Zealand and South African
Super 12s websites
Jamie Carlson, Phillip J. Rosenberger III and John Paynter 354
Index 362
|
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| spelling | Cross-cultural marketing ed. by Robert Rugimbana ... Cross cultural marketing 1. ed. London Thomson 2003 XIV, 370 S. txt rdacontent n rdamedia nc rdacarrier Marketing - Études transculturelles Marketing gtt Multiculturele samenlevingen gtt Marketing Cross-cultural studies Interkulturelles Management (DE-588)4343519-1 gnd rswk-swf Marketing (DE-588)4037589-4 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Marketing (DE-588)4037589-4 s Interkulturelles Management (DE-588)4343519-1 s DE-604 Rugimbana, Robert Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=010302703&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | Cross-cultural marketing Marketing - Études transculturelles Marketing gtt Multiculturele samenlevingen gtt Marketing Cross-cultural studies Interkulturelles Management (DE-588)4343519-1 gnd Marketing (DE-588)4037589-4 gnd |
| subject_GND | (DE-588)4343519-1 (DE-588)4037589-4 (DE-588)4143413-4 |
| title | Cross-cultural marketing |
| title_alt | Cross cultural marketing |
| title_auth | Cross-cultural marketing |
| title_exact_search | Cross-cultural marketing |
| title_full | Cross-cultural marketing ed. by Robert Rugimbana ... |
| title_fullStr | Cross-cultural marketing ed. by Robert Rugimbana ... |
| title_full_unstemmed | Cross-cultural marketing ed. by Robert Rugimbana ... |
| title_short | Cross-cultural marketing |
| title_sort | cross cultural marketing |
| topic | Marketing - Études transculturelles Marketing gtt Multiculturele samenlevingen gtt Marketing Cross-cultural studies Interkulturelles Management (DE-588)4343519-1 gnd Marketing (DE-588)4037589-4 gnd |
| topic_facet | Marketing - Études transculturelles Marketing Multiculturele samenlevingen Marketing Cross-cultural studies Interkulturelles Management Aufsatzsammlung |
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