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OverviewViewing 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. Key Features: International co-authors provide their perspectives to give a rounded view of the topic Extensive case studies that allow students to learn how cross-cultural marketing works in practice A European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketing Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques. Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment. Full Product DetailsAuthor: Tiziano VescoviPublisher: Edward Elgar Publishing Ltd Imprint: Edward Elgar Publishing Ltd Dimensions: Width: 16.90cm , Height: 2.50cm , Length: 24.40cm Weight: 0.724kg ISBN: 9781800889743ISBN 10: 1800889747 Pages: 352 Publication Date: 25 January 2022 Audience: College/higher education , Tertiary & Higher Education Format: Hardback Publisher's Status: Active Availability: To order  Stock availability from the supplier is unknown. We will order it for you and ship this item to you once it is received by us. Table of ContentsContents: Preface xii Acknowledgements xiv PART I THE CROSS-CULTURAL APPROACH 1 Cultures and markets 2 2 Methods for a cross-cultural analysis 16 3 An anthropologic approach 43 4 Case studies part I 48 References - Part I 73 PART II TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY 5 Evolution of international markets 77 6 Acquainted and non-acquainted markets 85 7 Case studies part II 98 References - Part II 117 PART III CROSS-CULTURAL MARKETING CHOICES AND DECISIONS 8 Cross-cultural marketing research 120 9 Consumer behaviour and cultural factors 129 10 Cross-cultural branding 147 11 Products and local cultures 163 12 Importers, retailers and sales force in different cultures 181 13 Cross-cultural marketing communication 192 14 Pricing across cultures - a framework 218 15 Case studies part III 234 References - Part III 273 PART IV CROSS-CULTURAL MARKETING CHALLENGES 16 Differently acquainted markets 287 17 Marketing strategies for a multipolar market 300 18 Conclusion to Cross-Cultural Marketing 308 19 Case studies part IV 311 References - Part IV 326 IndexReviews'Comprehensive, well-written and excellent for teaching, with a focus on how culture permeates all marketing activities. A must-read.' -- Ilan Alon, University of Agder, Norway 'Good books on cross-cultural marketing are scarce. Tiziano Vescovi's book fills this gap. It offers an extensive and comprehensive overview of cultural models, culturally sensitive marketing strategies and practice, and cross-cultural research, and has both a strong conceptual and a practitioner's angle. A must-read!' -- Patrick De Pelsmacker, University of Antwerp, Belgium 'In the increasingly globalized business environment, successful marketing heavily depends on how well culture and its effects on consumer behavior, and how companies can apply this knowledge to their marketing strategy and practice, are understood. And yet, good books on cross-cultural marketing are scarce. Tiziano Vescovi's book fills this gap. It offers an extensive and comprehensive overview of cultural models, culturally sensitive marketing strategies and practice, and cross-cultural research, and has both a strong conceptual and a practitioner's angle. A must-read!' - Patrick De Pelsmacker, University of Antwerp, Belgium 'AEoGood books on cross-cultural marketing are scarce. Tiziano Vescovi'AEos book fills this gap. It offers an extensive and comprehensive overview of cultural models, culturally sensitive marketing strategies and practice, and cross-cultural research, and has both a strong conceptual and a practitioner'AEos angle. A must-read!'AEo 'AEi Patrick De Pelsmacker, University of Antwerp, Belgium Author InformationEdited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy Tab Content 6Author Website:Countries AvailableAll regions |
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