Produktdetaljer
ISBN
9781841124711
Publisert
2004-08-20
Utgiver
Vendor
Capstone Publishing Ltd
Vekt
567 gr
Høyde
223 mm
Bredde
158 mm
Dybde
29 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
368
Biographical note
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.
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.
Les mer
Marketing Across Cultures is a cornerstone book in the Culture for Business series. The books in this series address the most important current business issues from a specifically cross--cultural perspective. This book explains different markets around the world as well as customer needs in a wide range of cultural contexts.
Les mer
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.
Les mer
The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all – ‘meaning’. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.
Les mer
"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9th November 04) "...a well-written book with a good balance of commentary, and facts and figures..." (Edge, September 2005) "No-one understands cultural differences better than Trompenaars. He's one of the best speakers on this topic and it's good news that he has turned his attention to marketing." (The Marketer, 1st September 2005)
Les mer
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.
Les mer
Produktdetaljer
ISBN
9781841124711
Publisert
2004-08-20
Utgiver
Vendor
Capstone Publishing Ltd
Vekt
567 gr
Høyde
223 mm
Bredde
158 mm
Dybde
29 mm
Aldersnivå
P, 06
Språk
Product language
Engelsk
Format
Product format
Heftet
Antall sider
368
Biographical note
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.