Marketing across cultures:
Gespeichert in:
| Hauptverfasser: | , |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Harlow u.a.
Prentice-Hall
2005
|
| Ausgabe: | 4. ed. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XX, 573 S. Ill. |
Internformat
MARC
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| 245 | 1 | 0 | |a Marketing across cultures |c Jean-Claude Usunier ; Julie Anne Lee |
| 250 | |a 4. ed. | ||
| 264 | 1 | |a Harlow u.a. |b Prentice-Hall |c 2005 | |
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| 650 | 4 | |a Interkulturelle Kommunikation | |
| 650 | 4 | |a Multinationales Unternehmen | |
| 650 | 4 | |a Export marketing | |
| 650 | 4 | |a Intercultural communication | |
| 650 | 4 | |a International business enterprises | |
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Datensatz im Suchindex
| _version_ | 1804133236463370240 |
|---|---|
| adam_text | INTRODUCTION: MARKETING IN THE GLOBAL VILLAGES ACKNOWLEDGEMENTS PART 1
THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING XV XIX INTRODUCTION TO
PART 1 THE CULTURAL PROCESS 1.1 DEFINING CULTURE 1.2 ELEMENTS OF CULTURE
1.3 CULTURE AND NATIONALITY 1.4 CULTURE AND COMPETENCE 1.5 CULTURE AND
SOCIAL REPRESENTATIONS QUESTIONS NOTES REFERENCES APPENDIX 1: TEACHING
MATERIALS A1.1 CRITICAL INCIDENT AN OLD LADY FROM MALAYSIA A1.2 CRITICAL
INCIDENT THE PARABLE A1.3 READING: BODY RITUALS AMONG THE NACIREMAS
CULTURAL DYNAMICS 1: TIME AND SPACE 2.1 A MODEL OF ACTION BASED ON
CULTURAL ASSUMPTIONS 2.2 TIME: CROSS-CULTURAL VARIABILITY 2.3 SPACE 2.4
CULTURAL BORROWING AND CHANGE IN SOCIETIES 2.5 CULTURAL HOSTILITY
QUESTIONS NOTES REFERENCES APPENDIX 2: TEACHING MATERIALS A2.1
CROSS-CULTURAL SCENARIO: INSHALLAH A2.2 CROSS-CULTURAL INTERACTION:
ENGINEERING A DECISION A2.3 CROSS-CULTURAL INTERACTION: OPENING A
MEDICAL OFFICE IN SAUDI ARABIA 4 4 6 9 13 15 16 17 17 19 19 19 20 21 21
23 29 35 38 40 42 42 45 45 45 46 VIII CONTENTS A2.4 READING: LANGUAGE
AND TIME PATTERNS: THE BANTU CASE A2.5 EXERCISE: WORLD PICTURE TEST 3
CULTURAL DYNAMICS 2: INTERACTIONS, MINDSETS AND BEHAVIOURS 3.1 CONCEPT
OF THE SELF AND OTHERS 3.2 INTERACTION MODELS 3.3 CULTURE-BASED
ATTITUDES TOWARDS ACTION 3.4 HOW TO RELATE THINKING TO ACTION 3.5
DEALING WITH DESIRES AND FEELINGS 3.6 COPING WITH RULES 3.7 CULTURAL
ASSUMPTIONS AND ACTUAL BEHAVIOUR QUESTIONS NOTES REFERENCES APPENDIX 3:
TEACHING MATERIALS A3.1 CRITICAL INCIDENT: AN AMERICAN IN VIETNAM A3.2
RATIONALES FOR A2.1 (CROSS-CULTURAL SCENARIO) AND SECTIONS A2.2 AND A2.3
(CROSS-CULTURAL INTERACTIONS) 47 48 50 50 56 64 68 70 72 75 77 78 78 81
81 81 PART 2 THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING
ENVIRONMENT INTRODUCTION TO PART 2 84 4 CROSS-CULTURAL CONSUMER
BEHAVIOUR 86 4.1 CULTURE AND CONSUMER BEHAVIOUR 88 4.2 THE INFLUENCE OF
CULTURE ON SELECTED ASPECTS OF CONSUMER BEHAVIOUR 93 4.3 INVESTIGATING
THE CROSS-CULTURAL APPLICABILITY OF CONSUMER BEHAVIOUR CONCEPTS 96 4.4
ETHNIC CONSUMPTION 100 4.5 MARKETING AS AN EXCHANGE OF MEANINGS 102 4.6
CONCLUSION 105 QUESTIONS 105 NOTES 105 REFERENCES 106 APPENDIX 4:
TEACHING MATERIALS 111 A4.1 EXERCISE: DITCHER S CONSUMPTION MOTIVES
111 A4.2 EXERCISE: INVESTIGATING THE CROSS-CULTURAL APPLICABILITY OF A
CONSUMER COMPLAINT SCALE 112 A4.3 CASE: MOBILE PHONES IN THE EUROPEAN
UNION 112 A4.4 EXERCISE: CROSS-CULTURAL CONSUMER BEHAVIOUR AND THE
STANDARDIZATION/ ADAPTATION OF SERVICE OFFERS 115 A4.5 EXERCISE:
MULTIDOMESTIC VERSUS GLOBAL 116 CONTENTS IX 5 LOCAL CONSUMERS AND THE
GLOBALIZATION OF CONSUMPTION US 5.1 FREE TRADE DOCTRINE AND THE DENIAL
OF CULTURAL VARIETY IN CONSUMERS TASTES 119 5.2 THE GLOBAL CONVERGENCE
OF CONSUMPTION PATTERNS 121 5.3 THE EMERGENCE OF A GLOBAL CONSUMER
CULTURE 123 5.4 LOCAL PRODUCTS AND CONSUMPTION EXPERIENCES 126 5.5 LOCAL
CONSUMER CULTURES AND RESISTANCE TO CHANGE 131 5.6 EMERGENT PATTERNS OF
A MIXED LOCAL/GLOBAL CONSUMER BEHAVIOUR 135 QUESTIONS 138 NOTES 139
REFERENCES 140 APPENDIX 5: TEACHING MATERIALS 145 A5.1 CASE: SETTING THE
STAGE - DISNEYLAND RESORT PARIS 145 A5.2 CASE: PAPA INGVAR S WORRIES 150
6 THE CONVERGENCE OF MARKETING ENVIRONMENTS WORLDWIDE 155 6.1 LOCAL
MARKETING ENVIRONMENTS 155 6.2 MARKETING: BORROWED CONCEPTS AND
PRACTICES 159 6.3 REGIONAL CONVERGENCE 162 6.4 A DIVERSE MARKETING
ENVIRONMENT: THE EUROPEAN UNION 163 6.5 A CHANGING MARKETING
ENVIRONMENT: EASTERN EUROPE 168 6.6 A CHALLENGING MARKETING ENVIRONMENT:
EAST ASIA 171 6.7 LIMITATIONS TO THE WORLDWIDE CONVERGENCE OF MARKETING
ENVIRONMENTS 173 QUESTIONS 174 NOTE 174 REFERENCES 174 APPENDIX 6:
TEACHING MATERIALS 177 A6.1 CASE: MUSLIM COLA: COLA WARS OR COLA
CRUSADES? 177 A6.2 CASE: ODOI 179 7 CROSS-CULTURAL MARKET RESEARCH 181
7.1 EQUIVALENCE IN CROSS-CULTURAL RESEARCH 182 7.2 TRANSLATION
EQUIVALENCE 185 7.3 MEASURE EQUIVALENCE 189 7.4 COMPARABILITY OF SAMPLES
192 7.5 DATA-COLLECTION EQUIVALENCE 194 7.6 RESEARCHING INTERNATIONALLY
198 7.7 CONCLUSION 202 QUESTIONS 203 NOTES 203 REFERENCES 205 APPENDIX
7: TEACHING MATERIALS 209 A7.1 CASE: MOBILE PHONES IN THE EUROPEAN UNION
209 A7.2 EXERCISE: HAIR SHAMPOO QUESTIONNAIRE 209 X CONTENTS PART 3
MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT INTRODUCTION TO
PART 3 216 8 INTERCULTURAL MARKETING STRATEGY 8.1 COST ARGUMENTS AND
GLOBAL STRATEGIES 8.2 THE GLOBALIZATION OF COMPETITION 8.3 GLOBALIZATION
OF INTERNATIONAL MARKETING STRATEGIES 8.4 MARKET SEGMENTS 8.5 CONCLUSION
QUESTIONS REFERENCES APPENDIX 8: TEACHING MATERIALS A8.1 CASE: BOLLYWOOD
A8.2 EXERCISE: DANGEROUS ENCHANTMENT 218 218 225 227 231 236 236 236 241
241 245 9 PRODUCT POLICY 1: PHYSICAL, SERVICE AND SYMBOLIC ATTRIBUTES
9.1 ADAPTATION OR STANDARDIZATION OF PRODUCT ATTRIBUTES 9.2 PHYSICAL
ATTRIBUTES 9.3 SERVICE ATTRIBUTES 9.4 SYMBOLIC ATTRIBUTES QUESTIONS
NOTES REFERENCES APPENDIX 9: TEACHING MATERIALS A9.1 CASE: MOVIES
WORLDWIDE A9.2 CASE: FASTFOOD: HALAL OR HARAM? 248 249 250 255 261 266
266 268 272 272 277 10 PRODUCT POLICY 2: MANAGING MEANING 285 10.1
NATIONAL IMAGES DIFFUSED BY THE PRODUCT S ORIGIN AND BY ITS BRAND NAME
286 10.2 CONSUMER PRODUCT EVALUATION ACCORDING TO COUNTRY OF ORIGIN 288
10.3 NATIONAL, INTERNATIONAL AND GLOBAL BRANDS 294 QUESTIONS 304 NOTES
305 REFERENCES 307 APPENDIX 10: TEACHING MATERIALS 312 A10.1 EXERCISE:
INTERPRETING SYMBOLIC ATTRIBUTES 312 A10.2 CASE: SOSHI SUMSIN LTD 312
A10.3 CASE: DERIVADOS DE LECHE SA 314 CONTENTS XI 11 THE CRITICAL ROLE
OF PRICE IN RELATIONAL EXCHANGE 11.1 PRICE AS A SIGNAL CONVEYING MEANING
11.2 BARGAINING 11.3 PRICE AND CONSUMER EVALUATIONS 11.4 INTERNATIONAL
PRICE TACTICS 11.5 MARKET SITUATIONS, COMPETITION AND PRICE AGREEMENTS
11.6 MANAGING PRICES IN HIGHLY REGULATED ENVIRONMENTS QUESTIONS
REFERENCES APPENDIX 11: TEACHING MATERIALS A11.1 CASE: SAITO IMPORTING
COMPANY A11.2 CASE: RIVA INTERNATIONAL A11.3 CASE: TAMAN SA A11.4 CASE:
AIDS - GLOBAL ETHICS AND THE PRICING OF AIDS DRUGS 12 INTERNATIONAL
DISTRIBUTION AND SALES PROMOTION 12.1 THE CULTURAL DIMENSIONS OF
DISTRIBUTION CHANNELS: THE CASE OF JAPANESE KEIRETSUS 12.2 CRITERIA FOR
CHOOSING FOREIGN DISTRIBUTION CHANNELS 12.3 THE ROLE OF DISTRIBUTION AS
A CULTURAL FILTER 12.4 DIRECT MARKETING WORLDWIDE 12.5 SALES
PROMOTION: OTHER CUSTOMS, OTHER MANNERS QUESTIONS REFERENCES APPENDIX
12: TEACHING MATERIALS A12.1 CASE: COMPUTERLAND IN JAPAN A12.2 CASE: THE
VIRTUAL BEEHIVE: THE ONLINE MARKETING OF US HONEY 316 316 317 319 324
330 332 334 335 337 337 338 340 340 341 341 348 350 353 356 360 361 364
364 365 PART 4 INTERCULTURAL MARKETING COMMUNICATIONS INTRODUCTION TO
PART 4 372 13 LANGUAGE, CULTURE AND COMMUNICATION 374 13.1 VERBAL
COMMUNICATION: THE ROLE OF CONTEXT 375 13.2 NON-VERBAL COMMUNICATION 380
13.3 LANGUAGE SHAPING OUR WORLD-VIEWS 383 13.4 ETHNOCENTRISM,
STEREOTYPES AND MISUNDERSTANDINGS IN INTERCULTURAL COMMUNICATION 388
13.5 HOW TO IMPROVE COMMUNICATION EFFECTIVENESS IN INTERNATIONAL
BUSINESS 392 QUESTIONS 395 NOTES 396 REFERENCES 398 XII CONTENTS
APPENDIX 13: TEACHING MATERIALS 400 A13.1 EXERCISE: MULTICULTURAL CLASS
400 A13.2 EXERCISE: I LOVE CAKE 400 A13.3 CASE: LONGCLOUD - LANGUAGES
IN CYBERSPACE 400 A13.4 CASE: SUPREME CANNING 405 A13.5 CRITICAL
INCIDENT: SCANDINAVIAN TOOLS COMPANY 406 14 INTERCULTURAL MARKETING
COMMUNICATIONS 1: ADVERTISING 409 14.1 INFLUENCE OF CULTURE ON ATTITUDES
TOWARDS ADVERTISING 411 14.2 CULTURE AND ADVERTISING STRATEGY 413 14.3
CULTURE AND ADVERTISING EXECUTION 416 14.4 MEDIA WORLDWIDE:
TECHNOLOGICAL ADVANCES AND CULTURAL CONVERGENCE 425 14.5 THE
GLOBALIZATION OF ADVERTISING 431 QUESTIONS 435 NOTES 436 REFERENCES 436
APPENDIX 14: TEACHING MATERIALS 443 A14.1 CASE: BRANDUSA - SELLING UNCLE
SAM LIKE UNCLE BEN S 443 A14.2 CASE: EXCEL AND THE ITALIAN ADVERTISING
CAMPAIGN 447 A14.3 EXERCISE: BOROVETS - A BULGARIAN SKI RESORT 449 A14.4
EXERCISE: SLOGAN S AND COLLOQUIAL SPEECH 450 A14.5 CASE: AIDS (2) -
DESIGNING A COMMUNICATION CAMPAIGN FOR MEXICO 451 15 INTERCULTURAL
MARKETING COMMUNICATIONS 2: PERSONAL SELLING, NETWORKING AND PUBLIC
RELATIONS 457 15.1 INTERCULTURAL COMMERCE 457 15.2 NETWORKS IN BUSINESS
MARKETS 463 15.3 BUYER-SELLER INTERACTIONS 465 15.4 SALES FORCE
MANAGEMENT IN A CROSS-CULTURAL PERSPECTIVE 467 15.5 PUBLIC RELATIONS
ACROSS CULTURES 472 15.6 BRIBERY: FACTS 474 15.7 BRIBERY: ETHICAL
ASPECTS 477 QUESTIONS 483 NOTES 484 REFERENCES 484 APPENDIX 15: TEACHING
MATERIALS 487 A15.1 CASE: WHEN INTERNATIONAL BUYERS AND SELLERS DISAGREE
487 A15.2 CASE: SETCO OF SPAIN 488 A15.3 CASE: UNION CARBIDE AT BHOPAL
489 A15.4 CASE: THE BRENZY NOUVEAU HAS ARRIVED! 491 16 INTERCULTURAL
MARKETING NEGOTIATIONS 1: PEOPLE, TRUST AND TASKS 494 16.1 THE DYNAMICS
OF TRUST IN RELATIONAL MARKETING 495 16.2 THE INFLUENCE OF CULTURE ON
MARKETING NEGOTIATIONS 498 16.3 BEHAVIOURAL PREDISPOSITIONS OF THE
PARTIES 500 CONTENTS XIII 1 6.4 UNDERLYING CONCEPTS OF NEGOTIATION AND
NEGOTIATION STRATEGIES 504 16.5 TIME-BASED MISUNDERSTANDINGS IN
INTERNATIONAL MARKETING NEGOTIATIONS 510 16.6 CULTURAL MISUNDERSTANDINGS
DURING THE NEGOTIATION PROCESS 513 16.7 DIFFERENCES IN OUTCOME
ORIENTATION: ORAL VERSUS WRITTEN AGREEMENTS AS A BASIS FOR TRUST BETWEEN
THE PARTIES 517 QUESTIONS 522 NOTES 522 REFERENCES 523 APPENDIX 16:
TEACHING MATERIALS 527 A16.1 CASE: MCFARLANE INSTRUMENTS 527 A1 6.2
NEGOTIATION GAME: KUMBELE POWER PLANT 528 A16.3 CASE: DOING BUSINESS IN
CHINA - A FAILURE IN GETTING PAID 532 17 INTERCULTURAL MARKETING
NEGOTIATIONS 2: SOME ELEMENTS OF NATIONAL STYLES OF BUSINESS NEGOTIATION
534 17.1 ORIENTALS 534 17.2 WESTERN STYLES 537 1 7.3 NEGOTIATION STYLES
IN OTHER AREAS OF THE WORLD 539 17.4 SOME BASIC RULES FOR INTERNATIONAL
MARKETING NEGOTIATIONS 542 QUESTIONS 542 REFERENCES 543 APPENDIX 17:
TEACHING MATERIALS 545 A17.1 CASE: TREMONTI SPA 545 POSTSCRIPT 548
AUTHOR INDEX 550 SUBJECT INDEX 567
|
| any_adam_object | 1 |
| author | Usunier, Jean-Claude 1951- Lee, Julie Anne |
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| author_role | aut aut |
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| author_variant | j c u jcu j a l ja jal |
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| bvnumber | BV019760514 |
| callnumber-first | H - Social Science |
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| callnumber-subject | HF - Commerce |
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| dewey-full | 658.84 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 658 - General management |
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| dewey-search | 658.84 |
| dewey-sort | 3658.84 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Psychologie Wirtschaftswissenschaften |
| edition | 4. ed. |
| format | Book |
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| id | DE-604.BV019760514 |
| illustrated | Illustrated |
| indexdate | 2024-07-09T20:05:30Z |
| institution | BVB |
| language | English |
| oai_aleph_id | oai:aleph.bib-bvb.de:BVB01-013086879 |
| oclc_num | 56214738 |
| open_access_boolean | |
| owner | DE-1051 DE-703 DE-1049 DE-19 DE-BY-UBM DE-526 DE-188 |
| owner_facet | DE-1051 DE-703 DE-1049 DE-19 DE-BY-UBM DE-526 DE-188 |
| physical | XX, 573 S. Ill. |
| publishDate | 2005 |
| publishDateSearch | 2005 |
| publishDateSort | 2005 |
| publisher | Prentice-Hall |
| record_format | marc |
| spelling | Usunier, Jean-Claude 1951- Verfasser (DE-588)11353227X aut Marketing across cultures Jean-Claude Usunier ; Julie Anne Lee 4. ed. Harlow u.a. Prentice-Hall 2005 XX, 573 S. Ill. txt rdacontent n rdamedia nc rdacarrier Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Intercultural communication International business enterprises Interkulturelle Kompetenz (DE-588)4200053-1 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Kulturkontakt (DE-588)4033569-0 gnd rswk-swf Interkulturelles Management (DE-588)4343519-1 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Interkulturelles Management (DE-588)4343519-1 s DE-188 Interkulturelle Kompetenz (DE-588)4200053-1 s Kulturkontakt (DE-588)4033569-0 s 1\p DE-604 Lee, Julie Anne Verfasser (DE-588)1135308276 aut SWB Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013086879&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk |
| spellingShingle | Usunier, Jean-Claude 1951- Lee, Julie Anne Marketing across cultures Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Intercultural communication International business enterprises Interkulturelle Kompetenz (DE-588)4200053-1 gnd Internationales Marketing (DE-588)4125431-4 gnd Kulturkontakt (DE-588)4033569-0 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| subject_GND | (DE-588)4200053-1 (DE-588)4125431-4 (DE-588)4033569-0 (DE-588)4343519-1 |
| title | Marketing across cultures |
| title_auth | Marketing across cultures |
| title_exact_search | Marketing across cultures |
| title_full | Marketing across cultures Jean-Claude Usunier ; Julie Anne Lee |
| title_fullStr | Marketing across cultures Jean-Claude Usunier ; Julie Anne Lee |
| title_full_unstemmed | Marketing across cultures Jean-Claude Usunier ; Julie Anne Lee |
| title_short | Marketing across cultures |
| title_sort | marketing across cultures |
| topic | Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Intercultural communication International business enterprises Interkulturelle Kompetenz (DE-588)4200053-1 gnd Internationales Marketing (DE-588)4125431-4 gnd Kulturkontakt (DE-588)4033569-0 gnd Interkulturelles Management (DE-588)4343519-1 gnd |
| topic_facet | Interkulturelle Kommunikation Multinationales Unternehmen Export marketing Intercultural communication International business enterprises Interkulturelle Kompetenz Internationales Marketing Kulturkontakt Interkulturelles Management |
| url | http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=013086879&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA |
| work_keys_str_mv | AT usunierjeanclaude marketingacrosscultures AT leejulieanne marketingacrosscultures |