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Marketing Across Cultures (Culture for Business Series)

ISBN: 1841124710
EAN: 2147483647

Year: 2004
Pages: 82

Authors: Fons Trompenaars, Peter Woolliams

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• Table of Contents
• BackCover
• Marketing Across Cultures
• Introduction
• A NEW THEORY OF MARKETING
• Chapter 1: Marketing in a Multicultural and Changing World
• CHANGING DEMOGRAPHICS
• THE MARKETERS RESPONSE
• Chapter 2: Cultural Differences in a Marketing Context: Value Dimensions
• A TYPOLOGY FOR DILEMMAS OF MARKETING
• THE DILEMMA BETWEEN THE UNIVERSAL AND THE PARTICULAR
• THE DILEMMA BETWEEN INDIVIDUALISM AND COMMUNITARIANISM
• THE DILEMMA BETWEEN SPECIFIC AND DIFFUSE
• THE DILEMMA BETWEEN NEUTRAL. AND AFFECTIVE ORIENTATION
• Chapter 3: Cultural Differences in a Marketing Context: Further Value Dimensions
• THE DILEMMA BETWEEN INTERNAL AND EXTERNAL CONTROL
• DILEMMAS ARISING BECAUSE OF DIFFERENT MEANINGS GIVEN TO TIME
• Chapter 4: Marketing Research Across Cultures
• CROSS-CULTURAL RELIABILITY
• UNDERTAKING MARKET RESEARCH WITH ETHNIC MINORITIES
• Chapter 5: Branding Across Cultures
• CULTURES AS PRODUCT ENDORSERS
• THE MEANING OF BRANDS ACROSS CULTURES
• THE CHALLENGE FOR BRANDS
• MARKET BELIEFS ABOUT BRANDS
• Chapter 6: Franchising Across Cultures
• START-UP COSTS
• POLITICAL RISKS
• DILEMMAS OF FRANCHISING
• Chapter 7: Marketing Across Ethnic Boundaries
• DEFINITIONS
• THE RAINBOW CHALLENGE: TOWARDS TRANSCREATION
• Chapter 8: E-Marketing Dilemmas Across Cultures
• E-MARKETING DILEMMAS
• Chapter 9: Dilemmas of Strategic Marketing
• THE TOP-DOWN VERSUS BOTTOM-UP DILEMMA
• THE INSIDE-OUT VERSUS THE OUTSIDE-IN DILEMMA
• THE LATERAL TENSION BETWEEN DIFFERENT ALTERNATIVE ACTIVITIES
• THE COST-BENEFIT ANALYSIS OF MARKETING ACROSS CULTURES
• Chapter 10: Develop Your Capacity to Reconcile Dilemmas
• TEST YOURSELF
• Conclusion
• Appendix A: Accumulating and Interpreting the Evidence
• SAMPLING
• FINAL QUESTIONNAIRE DESIGNS
• QUALITATIVE INTERVIEW DATA
• DATA MINING
• LIMITATIONS OF THE CURRENT DATABASE
• FUTURE WORK AND EXTENDING THE ANALYSIS
• Bibliography
• Trompenaars Hampden-Turner Culture for Business
• Introduction to our Offerings
• Index
• Index_B
• Index_C
• Index_D
• Index_E
• Index_F
• Index_G
• Index_H
• Index_I
• Index_J
• Index_K
• Index_L
• Index_M
• Index_N
• Index_O
• Index_P
• Index_Q
• Index_R
• Index_S
• Index_T
• Index_U
• Index_V
• Index_W
• Index_X
• Index_Y
• Index_Z
• List of Figures
• List of Tables
• List of Sidebars