Cross-Cultural Marketing : Theory, Practice and Relevance by John Burton read online FB2, PDF, MOBI
9780415448925 English 0415448921 Cross-Cultural Marketing provides a concise and insightful approach to a complex and important subject. In an era of increasing ethnic diversity within individual countries, national boundaries are no longer the only cultural barriers that marketers need to consider. A cross cultural perspective is required if companies are to maximize the potential revenue from ethnic groups with rising levels of expenditure. In the UK, for example, the 'ethnic' market is estimated to be worth around #12 billion each year. Written in an accessible manner, each chapter begins with learning objectives and ends with questions for discussion at the end. Case studies are integrated throughout to illustrate theory drawn from the latest academic research with practical examples. Written from a critical theoretical perspective drawing on multidisciplinary insights from across the social sciences and humanities, this is an interesting and thought provoking read for all students interested in the realities incontemporary marketing., 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 Marketingoffers 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., Flash Skillsare a line of mini-workbooks designed to focus on specific skills. Each book uses a unique theme and adorable art to help young learners master math and reading through practice and reinforcement. Fun full-color stickers motivate and reward., John Lennon and his music live on in the hearts of all his fans-and this is the first and only book to analyze every song that Lennon wrote in his solo career, track by track. Updated three times and in print for over a decade, this remains the definitive work on his extraordinary post-Beatles period, including John Lennon/Plastic Ono Band, Imagine, Mind Games, Double Fantasy , and Milk and Honey., Publisher: Philadelphia, Blackstone Publication date: 1888 Subjects: Equity -- Cases Equity Notes: This is an OCR reprint. There may be numerous typos or missing text. There are no illustrations or indexes. When you buy the General Books edition of this book you get free trial access to Million-Books.com where you can select from more than a million books for free. You can also preview the book there.
9780415448925 English 0415448921 Cross-Cultural Marketing provides a concise and insightful approach to a complex and important subject. In an era of increasing ethnic diversity within individual countries, national boundaries are no longer the only cultural barriers that marketers need to consider. A cross cultural perspective is required if companies are to maximize the potential revenue from ethnic groups with rising levels of expenditure. In the UK, for example, the 'ethnic' market is estimated to be worth around #12 billion each year. Written in an accessible manner, each chapter begins with learning objectives and ends with questions for discussion at the end. Case studies are integrated throughout to illustrate theory drawn from the latest academic research with practical examples. Written from a critical theoretical perspective drawing on multidisciplinary insights from across the social sciences and humanities, this is an interesting and thought provoking read for all students interested in the realities incontemporary marketing., 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 Marketingoffers 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., Flash Skillsare a line of mini-workbooks designed to focus on specific skills. Each book uses a unique theme and adorable art to help young learners master math and reading through practice and reinforcement. Fun full-color stickers motivate and reward., John Lennon and his music live on in the hearts of all his fans-and this is the first and only book to analyze every song that Lennon wrote in his solo career, track by track. Updated three times and in print for over a decade, this remains the definitive work on his extraordinary post-Beatles period, including John Lennon/Plastic Ono Band, Imagine, Mind Games, Double Fantasy , and Milk and Honey., Publisher: Philadelphia, Blackstone Publication date: 1888 Subjects: Equity -- Cases Equity Notes: This is an OCR reprint. There may be numerous typos or missing text. There are no illustrations or indexes. When you buy the General Books edition of this book you get free trial access to Million-Books.com where you can select from more than a million books for free. You can also preview the book there.