Marketing across cultures / Jean\Claude Usunier, Julie Anne Lee.

By: Usunier, Jean-Claude [autor.]Contributor(s): Lee, Julie AnneMaterial type: TextTextLanguage: English Publisher: Harlow (England) : Pearson Education, 2009Edition: Fifth editionDescription: xvi, 479 páginas : ilustraciones ; 25 cmContent type: texto Media type: sin mediación Carrier type: volumenISBN: 0273713914; 9780273713913Subject(s): Administración del mercado de exportación -- Aspectos sociales | Empresas internacionales -- Aspectos sociales | Comunicación interculturalDDC classification: 658.848 Online resources: Para consultar la tabla de contenido presione aquí
Contents:
\\ The -- cultural variable in international marketing. \\ The -- cultural process. \\ -- Cultural dynamics. \\ 1 -- Time and space. \\ -- Cultural dynamics. \\ 2 -- Interactions, mindsets and behaviours. \\ The -- integration of local consumption in a global marketing environment. \\ -- Cross\cultural consumer behavior. \\ -- Local consumers and the globalization of consumption. \\ -- Cross\cultural market research. \\ -- Marketing decisions for the intercultural environment. \\ -- Intercultural marketing strategy. \\ -- Product policy. \\ 1 -- Physical, service and symbolic attributes. \\ -- Product policy. \\ 2 -- Managing meaning. \\ The -- critical role of price in relational exchange. \\ -- International distribution and sales promotion. \\ -- intercultural marketing communications. \\ -- Language, culture and communication. \\ -- Intercultural marketing communications. \\ 1 -- Advertising. \\ -- Intercultural marketing communications. \\ 2 -- Personal selling, networking and public relations.
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\\ The -- cultural variable in international marketing. \\ The -- cultural process. \\ -- Cultural dynamics. \\ 1 -- Time and space. \\ -- Cultural dynamics. \\ 2 -- Interactions, mindsets and behaviours. \\ The -- integration of local consumption in a global marketing environment. \\ -- Cross\cultural consumer behavior. \\ -- Local consumers and the globalization of consumption. \\ -- Cross\cultural market research. \\ -- Marketing decisions for the intercultural environment. \\ -- Intercultural marketing strategy. \\ -- Product policy. \\ 1 -- Physical, service and symbolic attributes. \\ -- Product policy. \\ 2 -- Managing meaning. \\ The -- critical role of price in relational exchange. \\ -- International distribution and sales promotion. \\ -- intercultural marketing communications. \\ -- Language, culture and communication. \\ -- Intercultural marketing communications. \\ 1 -- Advertising. \\ -- Intercultural marketing communications. \\ 2 -- Personal selling, networking and public relations.

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