Marketing Across Cultures
Culture for Business Series
1. Edition August 2004
354 Pages, Softcover
Wiley & Sons Ltd
ISBN:
978-1-84112-471-1
John Wiley & Sons
Short Description
Marketing Across Cultures is a cornerstone book in the Culture for Business series. The books in this series address the most important current business issues from a specifically cross-cultural perspective. This book explains different markets around the world as well as customer needs in a wide range of cultural contexts.
The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
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: further value dimensions.
4. Marketing research across cultures.
5. Branding across cultures.
6. Franchising across cultures.
7. Marketing across ethnic boundaries.
8. E-Marketing dilemmas across cultures.
9. Dilemmas of strategic marketing.
10. Develop your capacity to reconcile dilemmas.
Conclusion.
Appendix: Accumulating and interpreting the evidence.
Bibliography.
Index.
1. Marketing in a multicultural and changing world.
2. Cultural differences in a marketing context: value dimensions.
3. Cultural differences in a marketing context: further value dimensions.
4. Marketing research across cultures.
5. Branding across cultures.
6. Franchising across cultures.
7. Marketing across ethnic boundaries.
8. E-Marketing dilemmas across cultures.
9. Dilemmas of strategic marketing.
10. Develop your capacity to reconcile dilemmas.
Conclusion.
Appendix: Accumulating and interpreting the evidence.
Bibliography.
Index.
FONS TROMPENAARS is a Director of Trompenaars Hampden-Turner (THT), an innovative centre of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author and co-author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st Century and the worldwide bestseller, Riding the Waves of Culture.
PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaar Hampden-Turner.
PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaar Hampden-Turner.
