Intercultural Marketing

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Intercultural Marketing

Author : Ivana Beveridge
Publisher : Routledge
ISBN 13 : 1000218090
Total Pages : 181 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Intercultural Marketing by : Ivana Beveridge

Download or read book Intercultural Marketing written by Ivana Beveridge and published by Routledge. This book was released on 2020-11-17 with total page 181 pages. Available in PDF, EPUB and Kindle. Book excerpt: With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Cross-Cultural Marketing

Author : Vescovi, Tiziano
Publisher : Edward Elgar Publishing
ISBN 13 : 1800889755
Total Pages : 352 pages
Book Rating : 4.8/5 (8 download)

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Book Synopsis Cross-Cultural Marketing by : Vescovi, Tiziano

Download or read book Cross-Cultural Marketing written by Vescovi, Tiziano and published by Edward Elgar Publishing. This book was released on 2022-01-20 with total page 352 pages. Available in PDF, EPUB and Kindle. Book excerpt: Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Handbook of Cross-Cultural Marketing

Author : Erdener Kaynak
Publisher : Routledge
ISBN 13 : 1317957873
Total Pages : 392 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis Handbook of Cross-Cultural Marketing by : Erdener Kaynak

Download or read book Handbook of Cross-Cultural Marketing written by Erdener Kaynak and published by Routledge. This book was released on 2014-04-08 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.

Cross-Cultural Marketing

Author : Dawn Burton
Publisher : Routledge
ISBN 13 : 1134060173
Total Pages : 328 pages
Book Rating : 4.1/5 (34 download)

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Book Synopsis Cross-Cultural Marketing by : Dawn Burton

Download or read book Cross-Cultural Marketing written by Dawn Burton and published by Routledge. This book was released on 2008-11-21 with total page 328 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies. Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including: Cross-cultural consumer behaviour Cross-cultural management practice Promotional strategies Product development Distribution Marketing research methods Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

Handbook on Cross-Cultural Marketing

Author : Glen H. Brodowsky
Publisher : Edward Elgar Publishing
ISBN 13 : 1788978544
Total Pages : 304 pages
Book Rating : 4.7/5 (889 download)

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Book Synopsis Handbook on Cross-Cultural Marketing by : Glen H. Brodowsky

Download or read book Handbook on Cross-Cultural Marketing written by Glen H. Brodowsky and published by Edward Elgar Publishing. This book was released on 2020-09-25 with total page 304 pages. Available in PDF, EPUB and Kindle. Book excerpt: This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

International Marketing

Author : Michael R. Czinkota
Publisher : South Western Educational Publishing
ISBN 13 : 9780030353895
Total Pages : 0 pages
Book Rating : 4.3/5 (538 download)

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Book Synopsis International Marketing by : Michael R. Czinkota

Download or read book International Marketing written by Michael R. Czinkota and published by South Western Educational Publishing. This book was released on 2002 with total page 0 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Marketing 2002 Update is a completely up-to-date text for one of the most dynamic upper level and graduate courses in the marketing department today. It offers the entire range of international marketing beginning with start-up operations, continuing with new market entry considerations and concluding with the international issues confronting giant global marketers. Special emphasis in this edition is given to the impact technology has had on the marketing world in the past few years. This edition also includes updated vignettes within the chapter as well as brand new video cases!

Intercultural Marketing. The Impact of Culture on the Marketing-Mix

Author : Olivier Samo
Publisher : GRIN Verlag
ISBN 13 : 3668060908
Total Pages : 65 pages
Book Rating : 4.6/5 (68 download)

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Book Synopsis Intercultural Marketing. The Impact of Culture on the Marketing-Mix by : Olivier Samo

Download or read book Intercultural Marketing. The Impact of Culture on the Marketing-Mix written by Olivier Samo and published by GRIN Verlag. This book was released on 2015-10-07 with total page 65 pages. Available in PDF, EPUB and Kindle. Book excerpt: Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.

Intercultural Marketing

Author : Ivana Beveridge
Publisher : Routledge
ISBN 13 : 1000218074
Total Pages : 230 pages
Book Rating : 4.0/5 (2 download)

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Book Synopsis Intercultural Marketing by : Ivana Beveridge

Download or read book Intercultural Marketing written by Ivana Beveridge and published by Routledge. This book was released on 2020-11-17 with total page 230 pages. Available in PDF, EPUB and Kindle. Book excerpt: With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.

Marketing Management

Author : Luca M. Visconti
Publisher :
ISBN 13 : 9781138561410
Total Pages : 568 pages
Book Rating : 4.5/5 (614 download)

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Book Synopsis Marketing Management by : Luca M. Visconti

Download or read book Marketing Management written by Luca M. Visconti and published by . This book was released on 2020 with total page 568 pages. Available in PDF, EPUB and Kindle. Book excerpt: Culture pervades consumption and marketing activity in ways that potentially benefit marketing managers. This book provides a comprehensive account of cultural knowledge and skills useful in strategic marketing management. In making these cultural concepts and frameworks accessible and in discussing how to use them, this edited textbook goes beyond the identification of historical, socio-cultural and political factors impinging upon consumer cultures and their effects on market outcomes. This fully updated and restructured new edition provides two new introductory chapters on culture and marketing practice and improved pedagogy, to give a deeper understanding of how culture pervades consumption and marketing phenomena; the way market meanings are made, circulated, and negotiated; and the environmental, ethical, experiential, social and symbolic implications of consumption and marketing. The authors highlight the benefits that managers can reap from applying interpretive cultural approaches across the realm of strategic marketing activities including: market segmentation, product and brand positioning, market research, pricing, product development, advertising, and retail distribution. Global contributions are grounded in the authors' primary research with a range of companies including Cadbury's Flake, Dior, Dove, General Motors, HOM, Hummer, Kjaer Group, Le Bon Coin, Mama Shelter, Mecca Cola, Prada, SignBank, and the Twilight community. This edited volume, which compiles the work of 58 scholars from 14 countries, delivers a truly innovative, multinationally focused marketing management textbook. Marketing Management: A Cultural Perspective is a timely and relevant learning resource for marketing students, lecturers, and managers across the world.

A Short Course in International Marketing Blunders

Author : Michael White
Publisher : World Trade Press
ISBN 13 : 9781885073600
Total Pages : 196 pages
Book Rating : 4.0/5 (736 download)

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Book Synopsis A Short Course in International Marketing Blunders by : Michael White

Download or read book A Short Course in International Marketing Blunders written by Michael White and published by World Trade Press. This book was released on 2002 with total page 196 pages. Available in PDF, EPUB and Kindle. Book excerpt:

International Marketing

Author : Daniel W. Baack
Publisher : SAGE
ISBN 13 : 1526463105
Total Pages : 1012 pages
Book Rating : 4.5/5 (264 download)

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Book Synopsis International Marketing by : Daniel W. Baack

Download or read book International Marketing written by Daniel W. Baack and published by SAGE. This book was released on 2018-11-20 with total page 1012 pages. Available in PDF, EPUB and Kindle. Book excerpt: Now in its second edition, International Marketing continues to provide its trademark integrated approach that explores marketing concepts in depth within a truly international context. The authors discuss five key factors that impact any international marketing venture – culture, language, political/legal systems, economic systems, and technological differences – in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. The book also covers sustainability and bottom-of-the-pyramid issues within each chapter with rich illustrations and examples from both multinational companies and smaller local concerns. New to the second edition: More global focus through new examples, case studies and the experience brought by new co-author, Barbara Czarnecka Brand new chapter on Culture & Cross-Cultural Marketing, including political unrest and the recent return to nationalism (e.g. Brexit and the Trump presidency) and further coverage of developing countries New coverage of digital advances and social media marketing Updated theory and methods, including Service Dominant Logic (S-DL), Consumer Culture Theory (CCT), and Netnography Additional videos supplementing the comprehensive online resource package for students and lecturers A wealth of online resources complement this book. These include a test bank of 50-65 questions per chapter, PowerPoint slides, sample syllabi, interactive maps, country fact sheets, flashcards, SAGE journal articles, and guidelines for developing a marketing plan.

Intercultural Competence - The Key to Successful International Marketing

Author : Monika V. Kronbügel
Publisher : GRIN Verlag
ISBN 13 : 3668051275
Total Pages : 224 pages
Book Rating : 4.6/5 (68 download)

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Book Synopsis Intercultural Competence - The Key to Successful International Marketing by : Monika V. Kronbügel

Download or read book Intercultural Competence - The Key to Successful International Marketing written by Monika V. Kronbügel and published by GRIN Verlag. This book was released on 2015-09-21 with total page 224 pages. Available in PDF, EPUB and Kindle. Book excerpt: Doctoral Thesis / Dissertation from the year 2015 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, Comenius University in Bratislava (Faculty of Management), language: English, abstract: In today’s globalized world, international marketing becomes more and more important for businesses aiming to be successful on a global level. As Monika V. Kronbügel shows in her up-to-date dissertation, attaining cross-cultural competence has therefore become a key factor in ascertaining business’s success. Cultural differences may lead to specific preferences and require an adaptation of the marketing strategy to secure a product’s profitability. Accordingly, already during the phase of product development, it is helpful to analyze the cultural and social context of certain customer groups. Especially in supersaturated markets with comparable company goods and services, economic success can depend on such comparatively slight product differentiation. However, the relevance of intercultural competence has often been overlooked. This dissertation introduces a 4-phase-model for intercultural training – the ITMC-Method. It is designed to support businesses in their intercultural development. The author investigates how far businesses already make use of their possibilities to meet the cross-cultural and developmental requirements. Monika V. Kronbügel is an expert on the subject of international marketing as well as on working with such a diversity approach. She has collected valuable experience in international business development for many years and is now managing her own internationally oriented company dealing with organizational & people development. Key words: marketing, culture, international marketing, intercultural marketing, cross-cultural, intercultural, management, global marketing, globalization, leadership, diversity, mentality, behavior, attitude, communication, training, learnings, ITMC

International Marketing

Author : Daniel W. Baack
Publisher : SAGE
ISBN 13 : 1452226350
Total Pages : 737 pages
Book Rating : 4.4/5 (522 download)

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Book Synopsis International Marketing by : Daniel W. Baack

Download or read book International Marketing written by Daniel W. Baack and published by SAGE. This book was released on 2013 with total page 737 pages. Available in PDF, EPUB and Kindle. Book excerpt: International Marketing presents an innovative, integrated approach to the course, in which marketing concepts are explored in depth within the international context. The authors identify five key factors that impact any international marketing venture-culture, language, political/legal systems, economic systems, and technological/operational differences-and discuss them in relation to the core marketing concepts of markets, products, pricing, distribution (place), and promotion. Uniquely, the book provides discussions of sustainability and "bottom of the pyramid" concepts within each chapter, and is richly illustrated with examples from both multinational companies as well as smaller local concerns. Setting the path for the future direction of this course, the authors provide instructors and students with the first truly international marketing textbook.

Cultural Influences on Global Marketing (First Edition)

Author : Constantine Polychroniou (G.)
Publisher : Cognella Academic Publishing
ISBN 13 : 9781516536337
Total Pages : 248 pages
Book Rating : 4.5/5 (363 download)

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Book Synopsis Cultural Influences on Global Marketing (First Edition) by : Constantine Polychroniou (G.)

Download or read book Cultural Influences on Global Marketing (First Edition) written by Constantine Polychroniou (G.) and published by Cognella Academic Publishing. This book was released on 2019-07-26 with total page 248 pages. Available in PDF, EPUB and Kindle. Book excerpt: Cultural Influences on Global Marketing introduces students to topics that are critical to the success of the contemporary international marketer. Readers learn how culture affects the political, economic, and regulatory systems, as well as marketing behavior, purchasing, consumption, and decision-making. They learn the importance of cultural awareness, cultural knowledge, cultural competence, and empathy in developing effective communications and managing their presence in foreign markets. Section I of the text contains 13 chapters that address fundamental issues concerning international marketing, including the impact of foreign cultural environment on international marketing operations, the formulation of the marketing mix, global and multi-domestic strategy, foreign market entry methods, trade agreements, cross-cultural negotiations, global value creation, and more. Section II features carefully curated cases that illuminate the unique and varied experiences of international marketers. These selections provide students with experiential knowledge and highlight how the cultural environments of foreign markets can affect levels of success. Designed to help future global marketers think critically about how culture can influence international marketing efforts, Cultural Influences on Global Marketing is an ideal text for courses in global marketing and international business relations.

INTERNATIONAL MARKETING ,Fourth Edition

Author : SRINIVASAN, R.
Publisher : PHI Learning Pvt. Ltd.
ISBN 13 : 8120352386
Total Pages : 268 pages
Book Rating : 4.1/5 (23 download)

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Book Synopsis INTERNATIONAL MARKETING ,Fourth Edition by : SRINIVASAN, R.

Download or read book INTERNATIONAL MARKETING ,Fourth Edition written by SRINIVASAN, R. and published by PHI Learning Pvt. Ltd.. This book was released on 2016-04-29 with total page 268 pages. Available in PDF, EPUB and Kindle. Book excerpt: This well-established book, now in its Fourth Edition, provides the latest information and data on International Marketing with emphasis on the Indian context. Retaining all the strengths of the previous editions, the new edition includes significant updates in the case studies, namely, • Infosys Technologies Limited • SAP India • Global Marketing in Wipro—Growing in Strength • I-Flex Solutions (Currently Oracle Financial Software Solutions) • Ace Designers • Gillette India • Mysore Sales International Limited These case studies presenting the facts and data explicitly, familiarise the readers with the latest developments and changing scenario of international marketing. Now, the text highlights a wide variety of aspects relating to the business environment, with specific focus on competition, product development, market strategy and international business. Primarily intended for postgraduate students of management, the book would also greatly benefit managers attending various management programmes.

International Marketing Management

Author : Mario Glowik
Publisher : Walter de Gruyter
ISBN 13 : 3486709224
Total Pages : 338 pages
Book Rating : 4.4/5 (867 download)

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Book Synopsis International Marketing Management by : Mario Glowik

Download or read book International Marketing Management written by Mario Glowik and published by Walter de Gruyter. This book was released on 2012-09-18 with total page 338 pages. Available in PDF, EPUB and Kindle. Book excerpt: This book takes as its perspective that the customer undoubtedly is positioned in the center of the firm’s overall management activities. True understanding of the customer requires efficient marketing research about the firm’s international business environment. As discussed in the first chapters of the book, the firm’s business success depends in part on its ethical standards; thus awareness of its environmental and social responsibility is required. The following chapters concentrate on various aspects of culturally biased customer behavior and how the firm ensures sensitivity when planning and selecting its marketing strategies. The most efficient techniques of international market segmentation, targeting, and strategic competitive positioning are introduced. Furthermore, concepts of consumer loyalty programs and their implementation in diversified international markets are presented. An important part is dedicated to describing suitable mixes of marketing policies for firms operating in culturally heterogeneous international markets. Finally, forecasting changes in consumer behavior as a tool of planning international marketing activities is taken into consideration. Marketing control mechanisms that seek to increase efficiency of selected marketing activities further contribute to the valuable insights of this publication.

International Marketing Strategy

Author : Giovanna Pegan
Publisher : Springer Nature
ISBN 13 : 3030335887
Total Pages : 195 pages
Book Rating : 4.0/5 (33 download)

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Book Synopsis International Marketing Strategy by : Giovanna Pegan

Download or read book International Marketing Strategy written by Giovanna Pegan and published by Springer Nature. This book was released on 2019-11-26 with total page 195 pages. Available in PDF, EPUB and Kindle. Book excerpt: Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.