Marketing across cultures:
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Chichester
Capstone
2004
|
| Edition: | 1. publ. |
| Series: | Culture for business series
|
| Subjects: | |
| Online Access: | Inhaltsverzeichnis Klappentext |
| Physical Description: | VI, 353 S. Ill., graph. Darst. |
| ISBN: | 1841124710 9781841124711 |
Staff View
MARC
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Record in the Search Index
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|---|---|
| adam_text | Contents
Introduction: marketing
across
cultures
1
Marketing
in a multicultural and changing world
2
Cultural differences in a marketing context:
value dimensions
3
Cultural differences in a marketing context:
95
further value dimensions
4
Marketing research across cultures 1
3
1
5
Branding across cultures 1
6
1
6
Franchising across cultures
181
7
Marketing across ethnic boundaries
205
8
Е
-Marketing
dilemmas across cultures
23
1
9
Dilemmas of strategic marketing
277
1
0
Develop your capacity to reconcile dilemmas
303
Conclusion
321
Appendix: Accumulating and interpreting the evidence
Bibliography
Index
It is easy to see that local success
ola
product
or service can cross international boundaries,
the success
oí
companies such as Toyota,
McDonalds and Chanel prove this. But there
are also many examples where success at a local
level has failed to translate into international
success and this is mainly because of the
(liftèrent
tastes and preferences of the customer
in
difľerent
destination cultures. All marketing
activity across cultures must take heed of this,
or risk failure. Marketing Across Cultures shows
yon how.
lòpics
such as market research,
branding and franchising, e-marketing,
strategic marketing and marketing across ethnic
boundaries are all covered. The authors provide
numerous case studies and a seven dimension
model of culture which help create a framework
based on the recognition,
respect
and
reconciliation of cultural differences.
Marketing Across Cultures and all books in the
Culture, for Business Series offer structured
solutions for tackling complex business
problems for:
•
Forward thinkers in senior management,
business unit leaders, cross-functional and
cross-cultural team leaders
•
Consultants
•
Students of Executive Development
programmes
|
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| author | Trompenaars, Fons 1952- Woolliams, Peter |
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| callnumber-subject | HF - Commerce |
| classification_rvk | QP 680 |
| ctrlnum | (OCoLC)249137151 (DE-599)BVBBV019388649 |
| dewey-full | 658.8009 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.8009 |
| dewey-sort | 3658.8009 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Wirtschaftswissenschaften |
| edition | 1. publ. |
| format | Book |
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| id | DE-604.BV019388649 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T19:59:09Z |
| institution | BVB |
| isbn | 1841124710 9781841124711 |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-012851457 |
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| publishDate | 2004 |
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| publisher | Capstone |
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| series2 | Culture for business series |
| spelling | Trompenaars, Fons 1952- Verfasser (DE-588)113516541 aut Marketing across cultures Fons Trompenaars ; Peter Woolliams 1. publ. Chichester Capstone 2004 VI, 353 S. Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Culture for business series Internationales Marketing Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s DE-604 Interkulturelle Kompetenz (DE-588)4200053-1 s DE-188 Woolliams, Peter Verfasser (DE-588)130828416 aut Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012851457&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Passau application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=012851457&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Trompenaars, Fons 1952- Woolliams, Peter Marketing across cultures Internationales Marketing Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| subject_GND | (DE-588)4125431-4 (DE-588)4200053-1 |
| title | Marketing across cultures |
| title_auth | Marketing across cultures |
| title_exact_search | Marketing across cultures |
| title_full | Marketing across cultures Fons Trompenaars ; Peter Woolliams |
| title_fullStr | Marketing across cultures Fons Trompenaars ; Peter Woolliams |
| title_full_unstemmed | Marketing across cultures Fons Trompenaars ; Peter Woolliams |
| title_short | Marketing across cultures |
| title_sort | marketing across cultures |
| topic | Internationales Marketing Marketing Cross-cultural studies Internationales Marketing (DE-588)4125431-4 gnd Interkulturelle Kompetenz (DE-588)4200053-1 gnd |
| topic_facet | Internationales Marketing Marketing Cross-cultural studies Interkulturelle Kompetenz |
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