Marketing Across Cultures

Informationen zum Autor FONS TROMPENAARS   is a Director of Trompenaars Hampden-Turner (THT), an innovative centre of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author and co-author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st Century and the worldwide bestseller, Riding the Waves of Culture. PETER WOOLLIAMS is Professor of International Business at Anglia Business School.  He is also an owner/partner in Trompenaar Hampden-Turner. Klappentext The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all - 'meaning'. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach. Zusammenfassung The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. Inhaltsverzeichnis Introduction: Marketing across cultures. 1. Marketing in a multicultural and changing world. 2. Cultural differences in a marketing context: value dimensions. 3. Cultural differences in a marketing context: further value dimensions. 4. Marketing research across cultures. 5. Branding across cultures. 6. Franchising across cultures. 7. Marketing across ethnic boundaries. 8. E-Marketing dilemmas across cultures. 9. Dilemmas of strategic marketing. 10. Develop your capacity to reconcile dilemmas. Conclusion. Appendix: Accumulating and interpreting the evidence. Bibliography. Index. ...

Dettagli sul prodotto

• Autori: Fons Trompenaars, F Trompenaars, Fon Trompenaars, Fons Trompenaars, Fons (Center for Internation Business Trompenaars, Fons (Center for Internation Business Studies Trompenaars, Fons Woolliams Trompenaars, Trompenaars Fons, Peter Woolliams, Peter (Anglian Regional Management Centre Woolliams, Woolliams Peter
• Editore: Wiley, John and Sons Ltd
• Lingue: Inglese
• Formato: Tascabile
• Pubblicazione: 20.08.2004
• EAN: 9781841124711
• ISBN: 978-1-84112-471-1
• Pagine: 336
• Serie: Culture for Business; Culture for Business Series; Culture for Business Series; Culture for Business
• Categorie: Scienze sociali, diritto, economia > Economia > Economia internazionale; Marketing, Wirtschaft, SOCIAL SCIENCE / Minority Studies, Business & management, Strategic management, Ethnic groups and multicultural studies, Sales and marketing, Wirtschaft u. Management