Table of Contents

 

Marketing Across Cultures
by Fons Trompenaars and Peter Woolliams	ISBN:1841124710
Capstone Publishing © 2004 (353 pages)
The authors of this text show how we can understand different markets and customer needs in a wide range of cultural contexts. They also show that culture is the dominant factor that pervades all relationships and behaviors.

Table of Contents
	Marketing Across Cultures
	Introduction
	Chapter 1	-	Marketing in a Multicultural and Changing World
	Chapter 2	-	Cultural Differences in a Marketing Context: Value Dimensions
	Chapter 3	-	Cultural Differences in a Marketing Context: Further Value Dimensions
	Chapter 4	-	Marketing Research Across Cultures
	Chapter 5	-	Branding Across Cultures
	Chapter 6	-	Franchising Across Cultures
	Chapter 7	-	Marketing Across Ethnic Boundaries
	Chapter 8	-	E-Marketing Dilemmas Across Cultures
	Chapter 9	-	Dilemmas of Strategic Marketing
	Chapter 10	-	Develop Your Capacity to Reconcile Dilemmas
	Conclusion
	Appendix A	-	Accumulating and Interpreting the Evidence
	Bibliography
	Trompenaars Hampden-Turner Culture for Business
	Index
	List of Figures
	List of Tables
	List of Sidebars