Overview

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. 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.

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9781800889767

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Reviews

'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

'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

'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

Author Information

Edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy

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