杭州电子科技大学图书馆书目检索系统

Online Public Access Catalogue

题名/责任者:

Intercultural marketing : theory and practice / Ivana Beveridge.

出版发行项:

New York, NY : Routledge, 2021.

ISBN:

9780367457914

ISBN:

9780367902544

载体形态项:

xiii, 229 pages : illustrations ; 24 cm

个人责任者:

Beveridge, Ivana, author.

论题主题:

Marketing-Cross-cultural studies.

论题主题:

Consumers-Cross-cultural studies.

论题主题:

International trade.

中图法分类号:

F713.5

书目附注:

Includes bibliographical references and index.

内容附注:

The Globalization Imperative -- De-Coding Culture: The Basics of Cultural Literacy -- Universal Criteria for Understanding Cultures -- Conceptual East-West Differences: Psychological Processes, Philosophical Traditions, Stimuli Processing, and Paradoxical Thinking -- Conceptual East-West Differences: Intercultural Communication and religious Beliefs -- Frameworks for Interpreting Cultural Differences -- Language Considerations in Intercultural Markets -- Research Considerations in Intercultural Markets.

摘要附注:

"With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice. Built on a strong, cross-disciplinary theoretical foundation, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies in international markets. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book's new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the 'practitioner's hat' and including practice in a netnographic research method"--

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