Marketing Across Cultures - Softcover

Trompenaars, Fons; Woolliams, Peter

Softcover

ISBN 10: 1841124710 ISBN 13: 9781841124711

Publisher: Capstone, 2004

Synopsis

The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

About this title

From the Inside Flap:

It is easy to see that local success of a product or service can cross international boundaries.  The success of companies such as Toyota, McDonalds and Chanel prove this.  But there are also many examples where success at a local level has failed to translate into international success and this is mainly because of the different tastes and preferences of the customer in different destination cultures.  All marketing activity across cultures must take heed of this, or risk failure.  Marketing Across Cultrues shows you how.  Topics such as market research , branding and franchising, e-marketing, strategic marketing and marketing across ethnic boundaries are all covered.  The authors provide numerous case studies and a seven dimension model of culture which help create a framework based on the recognition, respect and reconciliation of cultural differences.

Marketing Across Cultures and all books in the Culture for Business Series offer structured solutions for tackling complex business problems for:

• Forward thinkers in senior management, business unit leaders, cross-functional and cross-cultural team leaders
• Consultants
• Students of Executive Development programmes

From the Back Cover:

The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all – ‘meaning’. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.

About this edition

• Publisher: Capstone
• Publication date: 2004
• ISBN 10: 1841124710
• ISBN 13: 9781841124711
• Binding: Paperback
• Edition number: 1
• Number of pages: 368