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Marketing across cultures / (Usunier, Jean-Claude.)
Bibliographical information (record 400487)
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Marketing across cultures /
Author:
 Usunier, Jean-Claude. Search Author in Amazon Books

Publisher:
Prentice Hall,
ISBN:
 0132361752
Edition:
 1996.
Classification:
 HF1416
Dewey:
 658.8/48
Additional related names
Detailed notes
    - First ed. has title: International marketing : a cultural approach.
    - Includes bibliographical references and index.
    - Pt. 1. Scanning the environment: 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. 4. Cross-cultural consumer behaviour. 5. Cross-cultural market research -- Pt. 2. Global marketing or intercultural marketing? 6. Globalization of markets? 7. Intercultural marketing: The regional dimension. 8. Adaptation or standardization of product policy: A model for choice -- Pt. 3. Marketing in the intercultural environment. 9. Management of images related to nationality and brand name. 10. The critical role of price in relational exchange. 11. International distribution and sales promotion -- Pt. 4. Intercultural marketing communications. 12. Language, culture and communication. 13. Intercultural marketing communications 1: Advertising. 14. Intercultural marketing communications 2: Personal selling and public relations. 15. Intercultural marketing negotiations 1. 16. Intercultural marketing negotiations 2: Some elements of the national style of business negotiations.
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Status
Library
Section
9267862098
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University of Kyrenia Grand Library2nd Floor (HF1416 .U85 1996)
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