Paperback
Cross-Cultural Marketing
European Perspectives
9781800889767 Edward Elgar Publishing
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.
More Information
Critical Acclaim
Contributors
Contents
More Information
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.
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.
Critical Acclaim
‘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
– 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
Contributors
Contributors: Vera Costantini, Anilkumar Dave, Rosana Beatriz Fabbiani, Enav Friedmann, Francesca Hansstein, Andreas Hinterhuber, Mitsuyo Itonaga-Delcourt, Anne-Flore Maman Larraufie, Idan Tschisik, Tiziano Vescovi, Beverly Wagner, Merav Weiss-Sidi, Juliette Wilkinson
Contents
Contents:
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
Index
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
Index
