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Author: Marye Tharp
Publisher: Routledge
ISBN: 1317507495
Category : Business & Economics
Languages : en
Pages : 403
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Book Description
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Marye Tharp
Publisher: Routledge
ISBN: 1317507495
Category : Business & Economics
Languages : en
Pages : 403
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Book Description
Because American consumers transmigrate between social identities in expressing their values and affiliations, marketers must apply transcultural marketing methods and offer a cultural values proposition to build long-term customer relationships. This unique book weaves these topics into profiles of 9 influential American subcultures currently shaping their members marketplace choices.
Author: Christiansen, Bryan
Publisher: IGI Global
ISBN: 1466647507
Category : Business & Economics
Languages : en
Pages : 588
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Book Description
As technology continues to drive innovation and impact societies across multiple national boundaries and cultures, new approaches towards marketing products must be created and implemented to be successful in an era of hypercompetition. Transcultural Marketing for Incremental & Radical Innovation provides in depth discussion on tactics for improving existing products while inventing completely new products and product categories. This publication will prove to be helpful for scholars, practitioners, and university students who wish to better understand the importance of marketing products and services across different cultures and multiple languages.
Author: Bryan Christiansen
Publisher:
ISBN: 9781466647497
Category : Consumers
Languages : en
Pages : 0
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Book Description
"This book provides indepth discussion on tactics for improving existing products while inventing completely new products and product categoriess; for those who wish to better understand the importance of marketing products and services across different cultures and multiple languages"--
Author: Vescovi, Tiziano
Publisher: Edward Elgar Publishing
ISBN: 1800889755
Category : Business & Economics
Languages : en
Pages : 352
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Book Description
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.
Author: Erdener Kaynak
Publisher: Routledge
ISBN: 1317957873
Category : Business & Economics
Languages : en
Pages : 392
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Book Description
Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.
Author: Dawn Burton
Publisher: Routledge
ISBN: 1134060173
Category : Business & Economics
Languages : en
Pages : 328
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Book Description
This groundbreaking, new book offers a sophisticated approach to the challenges of developing marketing theories and practices that take into account the need for cross-cultural marketing in multi-cultural societies.
Author: Henry E. Adams-Esquivel
Publisher:
ISBN:
Category : Advertising
Languages : en
Pages : 18
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Book Description
Author: Emi Moriuchi
Publisher: Emerald Group Publishing
ISBN: 1838671773
Category : Business & Economics
Languages : en
Pages : 154
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Book Description
To increase brand awareness, engagement and revenue, companies are acknowledging the importance of integrating social media marketing in their overall marketing strategy. This book consists of a step-by-step guide in using social media successfully in an ever-growing consumer market, domestically and internationally.
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1466649801
Category : Language Arts & Disciplines
Languages : en
Pages : 1740
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Book Description
In a globalized society, individuals in business, government, and a variety of other fields must frequently communicate and work with individuals of different cultures and backgrounds. Effectively bridging the culture gap is critical to success in such scenarios. Cross-Cultural Interaction: Concepts, Methodologies, Tools, and Applications explores contemporary research and historical perspectives on intercultural competencies and transnational organizations. This three-volume compilation will present a compendium of knowledge on cultural diversity and the impact this has on modern interpersonal interactions. Within these pages, a variety of researchers, scholars, professionals, and leaders who interact regularly with the global society will find useful insight and fresh perspectives on the field of cross-cultural interaction.
Author: Glen H. Brodowsky
Publisher: Edward Elgar Publishing
ISBN: 1788978544
Category : Business & Economics
Languages : en
Pages : 304
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Book Description
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
