Marketing Across Cultures

The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

FONS TROMPENAARS is a Director of Trompenaars Hampden-Turner (THT), an innovative centre of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author and co-author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st Century and the worldwide bestseller, Riding the Waves of Culture.

PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaar Hampden-Turner.

Introduction.

Marketing in a multi-cultural and changing world.

Cultural Differences in a marketing context: value dimensions.

Cultural differences in a marketing context: further value dimensions.

Marketing Research across Cultures.

Branding and Franchising across Cultures.

Marketing across ethnic boundaries.

E-Marketing Dilemmas across Cultures.

Dilemmas of Strategic Marketing.

Develop your capacity to reconcile dilemmas.

Appendix 1.

Appendix 2.

Notes and Bibliography.

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.

FREE SHIPPING

Amazon no longer offers textbook rentals. We do!

Marketing Across Cultures

Summary

Author Biography

Table of Contents

Supplemental Materials