Cross-Cultural Marketing

Theory, practice and relevance

Business & Finance, Marketing & Sales
Cover of the book Cross-Cultural Marketing by Dawn Burton, Taylor and Francis
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Author: Dawn Burton ISBN: 9781134060160
Publisher: Taylor and Francis Publication: November 21, 2008
Imprint: Routledge Language: English
Author: Dawn Burton
ISBN: 9781134060160
Publisher: Taylor and Francis
Publication: November 21, 2008
Imprint: Routledge
Language: English

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

 

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

 

  • Cross-cultural consumer behaviour
  • Cross-cultural management practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing research methods

 

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

 

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

 

 

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

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