Marketing Across Cultures

In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.

Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.

Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.  

Table of contents

PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING

1. The cultural process

2. Cultural dynamics 1: time and space

3. Cultural dynamics 2: interactions, mindsets and behaviours

PART II: THE INTEGRATION OF LOCAL CONSUMPTION IN A GLOBAL MARKETING ENVIRONMENT

4. Cross-cultural consumer Behaviour

5. Local consumers and the globalisation of consumption

6. Cross-cultural market research

PART III: MARKETING DECISIONS FOR THE INTERCULTURAL ENVIRONMENT

7. Intercultural marketing strategy

8. Product policy 1: physical, service and symbolic attributes

9. Product policy 2: managing meaning

10. The critical role of price in relational exchange

11 .International distribution and sales promotion

PART IV: INTERCULUTURAL MARKETING COMMUNICATIONS

12. Language, culture and communication

13. Intercultural marketing communications 1: advertising

14. Intercultural marketing communications 2: personal selling, networking and public relations