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Marketing Across Cultures (Culture for Business Series)
Marketing Across Cultures (Culture for Business Series)
ISBN: 1841124710
EAN: 2147483647
Year: 2004
Pages: 82
Authors:
Fons Trompenaars
,
Peter Woolliams
BUY ON AMAZON
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
Marketing Across Cultures (Culture for Business Series)
ISBN: 1841124710
EAN: 2147483647
Year: 2004
Pages: 82
Authors:
Fons Trompenaars
,
Peter Woolliams
BUY ON AMAZON
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