Ivana Beveridge

Intercultural Marketing (eBook, PDF)

Theory and Practice

• Format: PDF

Produktbeschreibung

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.

---

Dieser Download kann aus rechtlichen Gründen nur mit Rechnungsadresse in A, B, BG, CY, CZ, D, DK, EW, E, FIN, F, GR, HR, H, IRL, I, LT, L, LR, M, NL, PL, P, R, S, SLO, SK ausgeliefert werden.

Produktdetails

• Verlag: Taylor & Francis
• Seitenzahl: 244
• Erscheinungstermin: 17. November 2020
• Englisch
• ISBN-13: 9781000218077
• Artikelnr.: 60162331

Autorenporträt

Ivana Beveridge is Lecturer in Marketing at the University of Houston, U.S. She has extensive international marketing experience with global marketing agencies and corporations, including award-winning campaigns and a client portfolio spanning Fortune 100 companies and various governments. Her PhD is from the Sorbonne University, France.

Inhaltsangabe

1. The Globalization Imperative 2. De-Coding Culture: The Basics of
Cultural Literacy 3. Universal Criteria for Understanding Cultures 4.
Conceptual East-West Differences: Psychological Processes, Philosophical
Traditions, Stimuli Processing, and Paradoxical Thinking 5. Conceptual
East-West Differences: Intercultural Communication and Religious Beliefs 6.
Frameworks for Interpreting Cultural Differences 7. Language Considerations
in Intercultural Markets 8. Research Considerations in Intercultural
Markets