Stock Image

Handbook of Cross-Cultural Marketing

Erdener Kaynak

2 ratings by Goodreads
ISBN 10: 0789001543 / ISBN 13: 9780789001542
Published by Routledge, 1997
New Condition: New Hardcover
From Books Express (Portsmouth, NH, U.S.A.)

AbeBooks Seller Since August 14, 2015 Seller Rating 5-star rating

Quantity Available: 1

Buy New
List Price: US$ 145.00
Price: US$ 94.42 Convert Currency
Shipping: Free Within U.S.A. Destination, rates & speeds
Add to basket

30 Day Return Policy

About this Item

Ships with Tracking Number! INTERNATIONAL WORLDWIDE Shipping available. Buy with confidence, excellent customer service!. Bookseller Inventory # 0789001543n

Ask Seller a Question

Bibliographic Details

Title: Handbook of Cross-Cultural Marketing

Publisher: Routledge

Publication Date: 1997

Binding: Hardcover

Book Condition:New

Edition: 1.

About this title


Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.

Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses:

  • real life examples of company successes and failures abroad
  • attitudes toward middlemen in underdeveloped countries
  • the advantages of foreign trade shows
  • locating and using representatives, agents, and/or distributors in foreign countries
  • the reception of different American products in different countries
  • potential cultural pitfalls of primary data collecting techniques
  • the role of time in various cultures
  • setting standards for product performance
A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.

About the Author:

PAUL HERBIG is a Visiting Professor in the Management and Marketing Department at the Graduate School of International Trade and Business Administration of Texas A&M International University in Laredo, Texas. Prior to entering academia, he worked in marketing management at AT&T, Honeywell, and Texas Instruments. His research interests include reputation and market signaling, industrial trade shows, futuristics, cross-cultural influences on innovation, and Japanese marketing practices. He is the author of The Innovation Matrix (Quorum, 1994).

ERDENER KAYNAK is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.

"About this title" may belong to another edition of this title.

Store Description

Visit Seller's Storefront

Terms of Sale:

Buy with confidence. Excellent customer service. 30 day return policy.

Books Express LLC
1465 Woodbury Ave
Portsmouth NH 03801

Shipping Terms:

Standard and expedited shipping options include shipping and handling costs. Default shipping is by USPS Media Mail and frequently USPS Priority Mail or UPS Ground is used. Books should arrive within 10-14 business days for expedited shipping, and 20-30 business days for standard shipping. Standard shipping can on occasion take up to 30 days for delivery.

List this Seller's Books

Payment Methods
accepted by seller

Visa Mastercard American Express

Check Money Order PayPal Invoice Bank Draft Bank/Wire Transfer Direct Debit (Personally Authorized Payment)