机读格式显示(MARC)
- 000 03046cam a2200337 i 4500
- 008 200623s2021 nyua b 001 0 eng
- 020 __ |a 9780367902544 |c CNY411.21
- 040 __ |a DLC |b eng |c DLC |e rda
- 050 00 |a HF5415 |b .B4448 2021
- 100 1_ |a Beveridge, Ivana, |e author.
- 245 10 |a Intercultural marketing : |b theory and practice / |c Ivana Beveridge.
- 260 __ |a New York, NY : |b Routledge, |c 2021.
- 300 __ |a xiii, 229 pages : |b illustrations ; |c 24 cm
- 336 __ |a text |b txt |2 rdacontent
- 337 __ |a unmediated |b n |2 rdamedia
- 338 __ |a volume |b nc |2 rdacarrier
- 504 __ |a Includes bibliographical references and index.
- 505 0_ |a 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.
- 650 _0 |a Marketing |v Cross-cultural studies.
- 650 _0 |a Consumers |v Cross-cultural studies.
- 650 _0 |a International trade.
- 520 __ |a "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"-- |c Provided by publisher.