Cross-cultural marketing: European perspectives
Gespeichert in:
| Weitere Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
Cheltenham, UK ; Northampton, MA, USA
Edward Elgar Publishing
[2022]
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| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | xiii, 338 Seiten Illustrationen, Diagramme |
| ISBN: | 9781800889767 9781800889743 |
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Datensatz im Suchindex
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| adam_text | CONTENTS IN BRIEF Full contents List of contributors Preface Acknowledgements PART I vii xi xii xiv THE CROSS-CULTURAL APPROACH 1 Cultures and markets 2 Methods for a cross-cultural analysis 16 3 An anthropologic approach 43 4 Case studies part I 48 2 References ֊ Part I PART II 5 6 7 TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY Evolution of international markets Acquainted and non-acquaintedmarkets Case studies part II References - Part II PART III 73 77 85 98 117 CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8 Cross-cultural marketing research 120 9 Consumer behaviour and cultural factors 129 10 Cross-cultural branding 147 11 Products and local cultures 163 12 Importers, retailers and sales force in different cultures 181 13 Cross-cultural marketing communication 192 14 Pricing across cultures - a framework 15 Case studies part III References - Part III .218 234 273
CROSS-CULTURAL MARKETING PART IV CROSS-CULTURAL MARKETING CHALLENGES 16 Differently acquainted markets 287 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Culturai Marketing 308 19 Case studies part IV 311 References - Part IV 326 Index 328
FULL CONTENTS List of contributors Preface Acknowledgements PART I 1 Edward Hall: context, time and space perceptions Geert Hofstede: six dimensions of national culture Shalom Schwartz: values and culture Richard Lewis: tri-partite model The GLOBE project 1ó 20 27 31 35 38 43 46 An anthropologic approach 3.1 4 2 2 5 11 Towards a new internationalization What is cuitare? Markets and catturai complexity Methods for a cross-cultural analysis 2.1 2.2 2.3 2.4 2.5 3 THE CROSS-CULTURAL APPROACH Cultures and markets 1.1 1.2 1.3 2 xi xii xiv General considerations 4Ց 48 52 61 Case studies part I 4.1 4.2 4.3 Italy and India: Private bank and software department UK and China: Macallan single matt whisky UK and Germany: BMW and Mini References ֊ Part I PART II 5 ó Strategy: standardization or adaptation? Acquainted and non-acquainted markets 6.1 6.2 7 TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY Evolution of international markets 5.1 Mirroring and mirroring back Managing unexpected success Case studies part II 7.1 7.2 7.3 73 Western fashion in Qatar and UAE High-end Italian furniture in ¿Japan Hotels from Israel to Central Europe References - Part II 77 79 85 88 95 98 98 105 110 117
CROSS-CULTURAL MARKETING PART III 8 9 CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8.1 Cultural· attitude towards marketing research 120 120 8.2 The equivalence problem 123 Consumer behaviour and cultural factors Cross-cultural marketing research 9.1 Culture and consumption 129 129 9.2 Cuİture and buying process 134 9.3 Omnichannel· and digital consumer behaviour: the customer journey 137 9.4 Consumer responsible behaviour in сгоѕѕ-cul·tural contexts 10.1 Brand names in different languages and cultures 147 147 10.2 Brand positioning strategy in different cuİtures 153 10.3 Country of origin effect 155 10.4 Country sound branding 159 10 Cross-cultural branding 11 12 13 141 11.1 Cross-cultural product perception 163 163 11.2 Product adaptation to local markets 165 11.3 Packaging and cultures 172 11.4 New product acceptance in different cuİtures 176 Products and local cultures 12.1 Importers, distributors, retailers 181 181 12.2 How to choose distributors in different cultural contexts 186 12.3 Managing the sales force in different cultural contexts 189 Importers, retailers and sales force in different cultures 13.1 Communication tools and local culture 192 193 13.2 Adapting communication appeals to cultural values 194 13.3 Online and social media communication in different countries 202 13.4 The use of stereotypes 205 13.5 Colours, numbers, sense of humour 207 13.6 Offensive communication in different cultures 214 Cross-cultural marketing communication
FULL CONTENTS 14 14.1 Pricing ֊ an important, yet neglected responsibility 218 218 14.2 A framework for pricing across cultures 222 Pricing across cultures - a framework 14.2.1 14.3 14.4 Analyse key elements of pricing decisions 15 The customer perspective 224 The company perspective 230 14.3.3 The competition perspective 231 Select profitable price ranges Cross-cultural differences: setting prices Implementing price change Cross-cultural differences: implementing pricing Conclusion 232 232 232 233 233 15.1 Illy coffee in China 234 234 15.2 Natuzzi group in Turkey: the bearable cİassicism of Italian sofas 238 15.3 Italian scooters in Vietnam 242 15.4 Chinese consumers in European luxury shops 248 15.5 Western cosmetics in the far East 254 15.6 Value creation from France to Japan 259 15.7 Fernet and Cola in Argentina 266 Case studies part III 273 References - Part III PART IV 16 223 14.3.2 14.5.1 14.6 223 14.3.1 14.4.1 14.5 Define pricing objectives CROSS-CULTURAL MARKETING CHALLENGES Differently acquainted markets 16.1 Chinese consumers are not becoming more westernized 16.1.1 Modernization, Westernization, and status signalling 287 289 290 16.1.2 Shifting preferences in the food and beverage (F B) industry 291 16.2 16.1.3 Consumer technology and social media 292 16.1.4 Luxury and more personalized style 294 16.1.5 Conclusion 296 New modern cross-cultural consumers 297
CROSS-CULTURAL MARKETING 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Cultural Marketing 308 19 Case studies part IV 19.1 Amarena Fabbri in China 311 311 19.2 UK, Europe and China: the Christmas Present 317 19.3 Indian software programmers in Italy 322 References - Part IV 326 Index 328
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| adam_txt |
CONTENTS IN BRIEF Full contents List of contributors Preface Acknowledgements PART I vii xi xii xiv THE CROSS-CULTURAL APPROACH 1 Cultures and markets 2 Methods for a cross-cultural analysis 16 3 An anthropologic approach 43 4 Case studies part I 48 2 References ֊ Part I PART II 5 6 7 TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY Evolution of international markets Acquainted and non-acquaintedmarkets Case studies part II References - Part II PART III 73 77 85 98 117 CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8 Cross-cultural marketing research 120 9 Consumer behaviour and cultural factors 129 10 Cross-cultural branding 147 11 Products and local cultures 163 12 Importers, retailers and sales force in different cultures 181 13 Cross-cultural marketing communication 192 14 Pricing across cultures - a framework 15 Case studies part III References - Part III .218 234 273
CROSS-CULTURAL MARKETING PART IV CROSS-CULTURAL MARKETING CHALLENGES 16 Differently acquainted markets 287 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Culturai Marketing 308 19 Case studies part IV 311 References - Part IV 326 Index 328
FULL CONTENTS List of contributors Preface Acknowledgements PART I 1 Edward Hall: context, time and space perceptions Geert Hofstede: six dimensions of national culture Shalom Schwartz: values and culture Richard Lewis: tri-partite model The GLOBE project 1ó 20 27 31 35 38 43 46 An anthropologic approach 3.1 4 2 2 5 11 Towards a new internationalization What is cuitare? Markets and catturai complexity Methods for a cross-cultural analysis 2.1 2.2 2.3 2.4 2.5 3 THE CROSS-CULTURAL APPROACH Cultures and markets 1.1 1.2 1.3 2 xi xii xiv General considerations 4Ց 48 52 61 Case studies part I 4.1 4.2 4.3 Italy and India: Private bank and software department UK and China: Macallan single matt whisky UK and Germany: BMW and Mini References ֊ Part I PART II 5 ó Strategy: standardization or adaptation? Acquainted and non-acquainted markets 6.1 6.2 7 TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY Evolution of international markets 5.1 Mirroring and mirroring back Managing unexpected success Case studies part II 7.1 7.2 7.3 73 Western fashion in Qatar and UAE High-end Italian furniture in ¿Japan Hotels from Israel to Central Europe References - Part II 77 79 85 88 95 98 98 105 110 117
CROSS-CULTURAL MARKETING PART III 8 9 CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8.1 Cultural· attitude towards marketing research 120 120 8.2 The equivalence problem 123 Consumer behaviour and cultural factors Cross-cultural marketing research 9.1 Culture and consumption 129 129 9.2 Cuİture and buying process 134 9.3 Omnichannel· and digital consumer behaviour: the customer journey 137 9.4 Consumer responsible behaviour in сгоѕѕ-cul·tural contexts 10.1 Brand names in different languages and cultures 147 147 10.2 Brand positioning strategy in different cuİtures 153 10.3 Country of origin effect 155 10.4 Country sound branding 159 10 Cross-cultural branding 11 12 13 141 11.1 Cross-cultural product perception 163 163 11.2 Product adaptation to local markets 165 11.3 Packaging and cultures 172 11.4 New product acceptance in different cuİtures 176 Products and local cultures 12.1 Importers, distributors, retailers 181 181 12.2 How to choose distributors in different cultural contexts 186 12.3 Managing the sales force in different cultural contexts 189 Importers, retailers and sales force in different cultures 13.1 Communication tools and local culture 192 193 13.2 Adapting communication appeals to cultural values 194 13.3 Online and social media communication in different countries 202 13.4 The use of stereotypes 205 13.5 Colours, numbers, sense of humour 207 13.6 Offensive communication in different cultures 214 Cross-cultural marketing communication
FULL CONTENTS 14 14.1 Pricing ֊ an important, yet neglected responsibility 218 218 14.2 A framework for pricing across cultures 222 Pricing across cultures - a framework 14.2.1 14.3 14.4 Analyse key elements of pricing decisions 15 The customer perspective 224 The company perspective 230 14.3.3 The competition perspective 231 Select profitable price ranges Cross-cultural differences: setting prices Implementing price change Cross-cultural differences: implementing pricing Conclusion 232 232 232 233 233 15.1 Illy coffee in China 234 234 15.2 Natuzzi group in Turkey: the bearable cİassicism of Italian sofas 238 15.3 Italian scooters in Vietnam 242 15.4 Chinese consumers in European luxury shops 248 15.5 Western cosmetics in the far East 254 15.6 Value creation from France to Japan 259 15.7 Fernet and Cola in Argentina 266 Case studies part III 273 References - Part III PART IV 16 223 14.3.2 14.5.1 14.6 223 14.3.1 14.4.1 14.5 Define pricing objectives CROSS-CULTURAL MARKETING CHALLENGES Differently acquainted markets 16.1 Chinese consumers are not becoming more westernized 16.1.1 Modernization, Westernization, and status signalling 287 289 290 16.1.2 Shifting preferences in the food and beverage (F B) industry 291 16.2 16.1.3 Consumer technology and social media 292 16.1.4 Luxury and more personalized style 294 16.1.5 Conclusion 296 New modern cross-cultural consumers 297
CROSS-CULTURAL MARKETING 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Cultural Marketing 308 19 Case studies part IV 19.1 Amarena Fabbri in China 311 311 19.2 UK, Europe and China: the Christmas Present 317 19.3 Indian software programmers in Italy 322 References - Part IV 326 Index 328 |
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| title | Cross-cultural marketing European perspectives |
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| title_full | Cross-cultural marketing European perspectives edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy |
| title_fullStr | Cross-cultural marketing European perspectives edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy |
| title_full_unstemmed | Cross-cultural marketing European perspectives edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy |
| title_short | Cross-cultural marketing |
| title_sort | cross cultural marketing european perspectives |
| title_sub | European perspectives |
| topic | Kultur (DE-588)4125698-0 gnd Internationales Marketing (DE-588)4125431-4 gnd Außereuropäische Kultur (DE-588)4319356-0 gnd |
| topic_facet | Kultur Internationales Marketing Außereuropäische Kultur Europa Aufsatzsammlung |
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