Marketing Across Cultures (Culture for Business Series)
Marketing Across Cultures (Culture for Business Series)
ISBN: 1841124710
EAN: 2147483647
EAN: 2147483647
Year: 2004
Pages: 82
Pages: 82
Authors: Fons Trompenaars, Peter Woolliams
- Table of Contents
- BackCover
- Marketing Across Cultures
- Introduction
- A NEW THEORY OF MARKETING
- Chapter 1: Marketing in a Multicultural and Changing World
- CHANGING DEMOGRAPHICS
- THE MARKETERS RESPONSE
- Chapter 2: Cultural Differences in a Marketing Context: Value Dimensions
- A TYPOLOGY FOR DILEMMAS OF MARKETING
- THE DILEMMA BETWEEN THE UNIVERSAL AND THE PARTICULAR
- THE DILEMMA BETWEEN INDIVIDUALISM AND COMMUNITARIANISM
- THE DILEMMA BETWEEN SPECIFIC AND DIFFUSE
- THE DILEMMA BETWEEN NEUTRAL. AND AFFECTIVE ORIENTATION
- Chapter 3: Cultural Differences in a Marketing Context: Further Value Dimensions
- THE DILEMMA BETWEEN INTERNAL AND EXTERNAL CONTROL
- DILEMMAS ARISING BECAUSE OF DIFFERENT MEANINGS GIVEN TO TIME
- Chapter 4: Marketing Research Across Cultures
- CROSS-CULTURAL RELIABILITY
- UNDERTAKING MARKET RESEARCH WITH ETHNIC MINORITIES
- Chapter 5: Branding Across Cultures
- CULTURES AS PRODUCT ENDORSERS
- THE MEANING OF BRANDS ACROSS CULTURES
- THE CHALLENGE FOR BRANDS
- MARKET BELIEFS ABOUT BRANDS
- Chapter 6: Franchising Across Cultures
- START-UP COSTS
- POLITICAL RISKS
- DILEMMAS OF FRANCHISING
- Chapter 7: Marketing Across Ethnic Boundaries
- DEFINITIONS
- THE RAINBOW CHALLENGE: TOWARDS TRANSCREATION
- Chapter 8: E-Marketing Dilemmas Across Cultures
- E-MARKETING DILEMMAS
- Chapter 9: Dilemmas of Strategic Marketing
- THE TOP-DOWN VERSUS BOTTOM-UP DILEMMA
- THE INSIDE-OUT VERSUS THE OUTSIDE-IN DILEMMA
- THE LATERAL TENSION BETWEEN DIFFERENT ALTERNATIVE ACTIVITIES
- THE COST-BENEFIT ANALYSIS OF MARKETING ACROSS CULTURES
- Chapter 10: Develop Your Capacity to Reconcile Dilemmas
- TEST YOURSELF
- Conclusion
- Appendix A: Accumulating and Interpreting the Evidence
- SAMPLING
- FINAL QUESTIONNAIRE DESIGNS
- QUALITATIVE INTERVIEW DATA
- DATA MINING
- LIMITATIONS OF THE CURRENT DATABASE
- FUTURE WORK AND EXTENDING THE ANALYSIS
- Bibliography
- Trompenaars Hampden-Turner Culture for Business
- Introduction to our Offerings
- Index
- Index_B
- Index_C
- Index_D
- Index_E
- Index_F
- Index_G
- Index_H
- Index_I
- Index_J
- Index_K
- Index_L
- Index_M
- Index_N
- Index_O
- Index_P
- Index_Q
- Index_R
- Index_S
- Index_T
- Index_U
- Index_V
- Index_W
- Index_X
- Index_Y
- Index_Z
- List of Figures
- List of Tables
- List of Sidebars
Marketing Across Cultures (Culture for Business Series)
ISBN: 1841124710
EAN: 2147483647
EAN: 2147483647
Year: 2004
Pages: 82
Pages: 82
Authors: Fons Trompenaars, Peter Woolliams