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Marketing Across Cultures Textbook Binding – 23 Jul 1996

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Product details

  • Textbook Binding: 496 pages
  • Publisher: Prentice Hall; 2 edition (23 July 1996)
  • Language: English
  • ISBN-10: 0132361752
  • ISBN-13: 978-0132361750
  • Product Dimensions: 2.5 x 17.1 x 23.5 cm
  • Average Customer Review: 2.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 1,760,709 in Books (See Top 100 in Books)
  • See Complete Table of Contents

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Product Description

From the Back Cover

Marketing Across Cultures
Jean-Claude Usunier

Understanding what is country-specific and what is universal is essential for the design of marketing strategies that can be successfully implemented across national markets. Marketing Across Cultures explores the theoretical and practical implications of thinking local but acting global. Unlike many texts, it emphasizes people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the search for global competitiveness with the necessary adjustment for local success.
This successful text uses a two-stage cultural approach to exploring international marketing-
· A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.
· An inter-cultural approach - the study of interaction between business peoples of different national cultures.
This third edition offers increased coverage of the globalization of markets, emphasizing in particular how consumer behaviour and marketing environments are converging at a global level while local customers still give very different meanings to consumption. Teaching materials (including cases, exercises and critical incidents) illustrate the effects of cultural differences on each facet of international marketing, including consumer behaviour, market research, product and price policies, channel decisions and marketing communications.
Marketing Across Cultures is an invaluable text for all undergraduates and MBA students studying international marketing and for marketing practitioners who wish to improve their cultural awareness.
The front cover features an original work entitled 'Les Belges' by Irène Sturbelle. It symbolizes the lion of the Flems and the Gallic cockerel representing the Walloons (two traditionally antagonistic cultural groups in Belgium), united by their love of football.
Jean-Claude Usunier is Professor at the Faculty of Economics and Business, Université Louis Pasteur.
Prentice Hall
0130106682 --This text refers to the Paperback edition.

About the Author

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

--This text refers to an out of print or unavailable edition of this title.

Inside This Book

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First Sentence
International marketing gives a prominent place to culture, but not everything is culturally driven. Read the first page
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Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Customer Reviews

2.8 out of 5 stars
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Most Helpful Customer Reviews

4 of 4 people found the following review helpful By on 22 Jan. 2001
Format: Paperback
Usunier focuses on culture and how marketing cannot be a globalized process due to the cultural differences that exist. The book offers an excellent alternative view to the conventional orthodox history of marketing which uses realist ontology, positivist epistemology and nomothetic methodology. Culture is the main emphasis of marketing and its importance can be seen clearly in the first three chapters of the book. An overall mind opening book for anyone in the marketing field that seeks alternative routes to the conventional approach.
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Format: Paperback
Great book with insights into the cultural aspect that must be taken into consideration, especially helpful for international marketing students. Yet the delivery of this particular book to me by Green Point has been delayed by a week, not very convenient when you need the books for studies, taking into consideration tight deadlines for reading up... Yet, very fast and efficient customer service, that immediately responded to my complaint and offered reasonable refund/new item options. Overall, good, yet mind the deadlines when making your purchase.
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By Steffi_2009 on 28 Oct. 2012
Format: Paperback Verified Purchase
I never got my book!
And I never got an answer to my request via Email as well... So that was just a really poor "service".

I won't bye here again.
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0 of 1 people found the following review helpful By Aurore on 5 Mar. 2009
Format: Paperback
I bought this book as it was a requirement for my module International MK and it has been very useful so far. Very well written - I recommend it to anyone interested in the impact of cultures and the implications for MK
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Most Helpful Customer Reviews on (beta) 7 reviews
5 of 5 people found the following review helpful
Recommended reading for active international marketers 9 Oct. 1998
By A Customer - Published on
Format: Textbook Binding
Our staff includes this publication in our selected list of international trade publications that we recommend to our clients. It presents a clear picture of the many factors involved in marketing products, ideas and concepts in foreign countries. A good reference to keep within reach when planning to introduce a new product or service overseas. John R. Jagoe, Director, Export Institute.
3 of 3 people found the following review helpful
excellent text for teaching and student research 17 Aug. 2005
By Marketing teacher - Published on
Format: Paperback
One of the few marketing texts that discusses in detail the complexities of international and cross-cultural marketing. Thought-provoking. The case studies are interesting and unique, great material for class discussions and debates! A real resource for Master's level courses in marketing and international business. It's good for required reading or as a secondary text, to support a more step-by-step marketing text. The writing is sometimes a bit long-winded and not too easy to read, which is why I didn't give the book five stars.
2 of 2 people found the following review helpful
It Resonates with Great Cases and Great Examples 2 Nov. 2006
By Brian Wansink - Published on
Format: Paperback
This new edition of Marketing Across Cultures resonates with the great cases and great examples. It's a great stand-alone book for an international marketing course or even a supplimental text for a capstone strategy course. Not only does it gives a 'marketing immersion' but it also gives a 'cultural immersion' to undergrads or MBA students who don't have much out-of-country experience. The authors definitely walk their talk in terms of their professional experiences in the US and abroad.
It served its purpose... came kinda dirty and gross. 4 April 2013
By James - Published on
Format: Paperback Verified Purchase
I found weird stains in it, some crusted stuff that looked like some melted chocolate or something...and assorted other food/colored stains on the back pages, some pages were stuck/crusted with stuff.. kinda nasty.

Cheap though, and I just needed it for a class ...whatever...
Best Edition 4 Jun. 2013
By F.Baddar - Published on
Format: Paperback Verified Purchase
Marketing Across Cultures 4th edition is one of the best cross cultural books written by Usunier and Lee. The topics discussed in the 4th ed. are more comprehensive, and have very good structure to follow.
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