Marketing Across Cultures

摘要: Table of contents PART I: THE CULTURAL VARIABLE IN INTERNATIONAL MARKETING 1. The cultural process 2. Cultural dynamics 1: time and space 3. 2: interactions, mindsets behaviours II: INTEGRATION OF LOCAL CONSUMPTION A GLOBAL ENVIRONMENT 4. Cross-cultural consumer Behaviour 5. Local consumers the globalisation consumption 6. market research III: DECISIONS FOR INTERCULTURAL 7. Intercultural marketing strategy 8. Product policy physical, service symbolic attributes 9. managing meaning 10. critical role price in relational exchange 11 .International distribution sales promotion IV: INTERCULUTURAL COMMUNICATIONS 12. Language, culture communication 13. communications advertising 14. personal selling, networking public relations