Marketing Cross Cultures Essay

361573 Words Oct 19th, 2012 1447 Pages
Marketing Across Cultures
Fourth Edition

Jean-Claude Usunier Julie Anne Lee

Marketing Across Cultures

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ISBN 0 273 68529 5 British Library Cataloguing-in-Publication Data A catalogue record for this book is available from the British Library Library of Congress Cataloging-in-Publication Data Usunier, Jean-Claude. Marketing across cultures / Jean-Claude Usunier, Julie Lee. – 4th ed. p. cm. Includes bibliographical references and index. ISBN 0-273-68529-5 (alk. paper) 1. Export marketing – Social aspects. 2. International business enterprises – Social aspects. 3. Intercultural communication. I. Lee, Julie, 1948– II. Title. HF1416.U85 2005 658.8′4—dc22 2004057632 10 9 8 7 6 5 4 3 2 09 08 07 06 05 Typeset in 10/12pt Minion by 35 Printed by Ashford Colour Press Ltd., Gosport The publisher’s policy is to use paper manufactured from sustainable forests.

Brief contents

Introduction: Marketing in the global villages Acknowledgements

xv xix 1 2 4 21 50

Part 1 The cultural variable in international marketing
Introduction to Part 1 1 The cultural process 2 Cultural dynamics 1: Time and space 3 Cultural dynamics 2: Interactions, mindsets and behaviours

Part 2 The integration of local consumption in a global marketing environment
Introduction to Part 2 4 Cross-cultural consumer behaviour 5 Local consumers and the globalization of consumption 6 The convergence of

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