Index


A

Acer Computers 60
achievement-ascription 50
celebrity endorsements 99 “103
cook like a professional chef 104 “5
corporate image 104
definitions 97 “8
measurable results 103
reconciling 105 “7
senior-junior relationships 103 “4
use of experts 98 “9
advertising 5, 59
appealing to general public 78
categories of Caucasians 101
comparative 65
diffuse customers 78
dilemmas
examples 307
repetition 306 “7
verbal vs visual 305 “6
ethnic 219 “20
family-oriented 63 “4
fantasy 76 “7
franchises 183
high-context 77
humorous 86 “7, 91
implicit/indirect 75 “6
in-your-face 75
Internet/ online 239
offensive 90
silly 86
television 64 “5, 73 “4
use of experts 98 “9
affective see neutral-affective
agency theory 195 “6
Albert Hejn 56
Amazon 247 “8, 267 “71
American Airlines 309 “11
Ampex 115
AOL (America Online) 243
Apple Computer 167 “8
Armani 201
ascription see achievement-ascription
Asia Manufacturing Online 80
Askegaard, S. 163, 164
AT&T 141 “2
Automatic Teller Machine (ATM) 81--3



Marketing Across Cultures
Marketing Across Cultures (Culture for Business Series)
ISBN: 1841124710
EAN: 2147483647
Year: 2004
Pages: 82

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