内容説明
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. The book discusses international marketing strategies and implementation techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing.
The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America. An instructor's manual is available as a supplement to this volume.
目次
- Part 1 Scanning the environment - the cultural variable in international marketing: culture and marketing
- the cultural process
- cultural dynamics
- language
- culture and comunication
- cross-cultural market research. Part 2 Global marketing or intercultural marketing?: globalization of markets
- intercultural marketing
- adaption or standardization of product policy
- a model for choice
- management of image linked to nationality and brand name. Part 3 Marketing in the intercultural environment: the critical role of price in relational exchange
- designing a multinational sales organization
- international promotion and advertising. Part 4 Intercultural marketing negotiations
- bribery in international marketing
- conclusion.
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