Marketing Across Cultures

1. Auflage 2004
ISBN: 978-1-84112-471-1
Verlag: Wiley

Buch, Englisch, 368 Seiten, Format (B × H): 156 mm x 234 mm, Gewicht: 568 g

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.

Autoren/Hrsg.

Trompenaars, Fons

Woolliams, Peter

Fachgebiete

• Sozialwissenschaften Soziologie | Soziale Arbeit Spezielle Soziologie Soziologie von Migranten und Minderheiten
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Sozialwissenschaften Ethnologie | Volkskunde Volkskunde Minderheiten, Interkulturelle & Multikulturelle Fragen
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

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.

Über Autor(innen)

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.