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Cross-Cultural Marketing

Hardback

Cross-Cultural Marketing

European Perspectives

9781800889743 Edward Elgar Publishing
Edited by Tiziano Vescovi, Professor of Marketing, Department of Management, Ca'Foscari University of Venice, Italy
Publication Date: 2022 ISBN: 978 1 80088 974 3 Extent: 352 pp
Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

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Critical Acclaim
Contributors
Contents
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Viewing Europe as the centre of intercultural confrontation with its own set of subcultures, Cross-Cultural Marketing analyses the cultural comparison between East and West from a European perspective. Structured in four parts, the textbook explores the cross-cultural approach; a model of cross-cultural marketing strategy; marketing choices and decisions, and cross-cultural marketing challenges. At the end of each part, business cases and intercultural stories pose challenging questions for students’ discussion.

Key Features:
• International co-authors provide their perspectives to give a rounded view of the topic
• Extensive case studies that allow students to learn how cross-cultural marketing works in practice
• A European perspective that offers students insight into multiple subcultures’ experience of cross-cultural marketing
• Innovative marketing strategies are discussed in detail in cross-cultural contexts, allowing students to develop knowledge at the cutting-edge of international marketing techniques

Focused on the intercultural evolution taking place in our connected world, this textbook will be an essential core text for cross-cultural marketing and international marketing courses at Masters level. It will also serve as a supplementary text for other marketing and management courses, preparing students for the world of work in an interconnected environment.
Critical Acclaim
‘Comprehensive, well-written and excellent for teaching, with a focus on how culture permeates all marketing activities. A must-read.’
– Ilan Alon, University of Agder, Norway

‘Good books on cross-cultural marketing are scarce. Tiziano Vescovi’s book fills this gap. It offers an extensive and comprehensive overview of cultural models, culturally sensitive marketing strategies and practice, and cross-cultural research, and has both a strong conceptual and a practitioner’s angle. A must-read!’
– Patrick De Pelsmacker, University of Antwerp, Belgium
Contributors
Contributors: Vera Costantini, Anilkumar Dave, Rosana Beatriz Fabbiani, Enav Friedmann, Francesca Hansstein, Andreas Hinterhuber, Mitsuyo Itonaga-Delcourt, Anne-Flore Maman Larraufie, Idan Tschisik, Tiziano Vescovi, Beverly Wagner, Merav Weiss-Sidi, Juliette Wilkinson
Contents
Contents:

Preface xii
Acknowledgements xiv

PART I THE CROSS-CULTURAL APPROACH
1 Cultures and markets 2
2 Methods for a cross-cultural analysis 16
3 An anthropologic approach 43
4 Case studies part I 48
References – Part I 73

PART II TOWARDS A CROSS-CULTURAL MODEL OF MARKETING STRATEGY
5 Evolution of international markets 77
6 Acquainted and non-acquainted markets 85
7 Case studies part II 98
References – Part II 117

PART III CROSS-CULTURAL MARKETING CHOICES AND DECISIONS
8 Cross-cultural marketing research 120
9 Consumer behaviour and cultural factors 129
10 Cross-cultural branding 147
11 Products and local cultures 163
12 Importers, retailers and sales force in different cultures 181
13 Cross-cultural marketing communication 192
14 Pricing across cultures – a framework 218
15 Case studies part III 234
References – Part III 273

PART IV CROSS-CULTURAL MARKETING CHALLENGES
16 Differently acquainted markets 287
17 Marketing strategies for a multipolar market 300
18 Conclusion to Cross-Cultural Marketing 308
19 Case studies part IV 311
References – Part IV 326

Index
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