Newer Insights into Marketing: Cross-Cultural and Cross-National Perspectives

by Harris; Phil

• ISBN13: 9780789007520
• ISBN10: 0789007525
• Edition: 1st
• Format: Hardcover
• Copyright: 1999-07-20
• Publisher: Routledge

Summary

Through Newer Insights Into Marketing: Cross-Cultural and Cross-National Perspectives, you will discover the need for an integration of perspectives as an essential ingredient for successfully managing increased globalization amid an increasing emphasis on cultural identity. In this compelling volume, the authors examine the European as well as the US approaches to cultural understanding. As a result, this book identifies issues that need further study and resolution so you can integrate this new knowledge into your marketing strategy. From this insightful book you will discover new marketing strategy models, including the sequence of steps and description of tools. Most importantly, this book discusses the integration of information required by the use of the tools to provide you with an excellent method for creating unique insights about the marketplace and the potential for competitive marketing strategies. Through Newer Insights Into Marketing you will discover enlightening new ideas to help you improve your marketing strategies by: examining the process of adaptation to build successful relationships in organizational networks among firms with headquarters in different countries discovering what the authors found when they investigated the effects of cigarette advertising and anti-smoking advertising in Australia and Malaysia analyzing case studies of buyer-seller relationships from the telecommunications industry to illustrate buyer-seller adaptations processes at work providing you with the basis for speculation on the forces governing inter-firm adaptation realizing the importance of investigating not only cultural differences by country but cultural differences by other groupings of consumers as well, such as age and socio economic status With Newer Insights Into Marketing: Cross-Cultural and Cross-National Perspectives, you will discover the importance of including cultural differences in your research design to better understand the relationship between globalization and ethnic perspectives. This excellent collection of articles provides you with a framework for acknowledging cultural differences, studying and understanding cultural differences, and integrating that knowledge so you can improve your international and cross-cultural business techniques.

Table of Contents

Preface	xi
Camille Schuster
Phil Harris
Examining Culture from Both Sides of the Pond	1	(8)
Phil Harris
Camille Schuster
Managing Inter-Firm Adaptation Processes: An Examination of Case Study Evidence from the European Telecommunications Industry	9	(20)
Ross Brennan
Peter W. Turnbull
A Cross Cultural Study of Juvenile Response to Anti-Smoking Advertisements	29	(18)
Pascale Quester
Intergenerational and Cultural Differences in Materialism: An Empirical Investigation of Consumers from France and the U.S.A.	47	(20)
William J. Lundstrom
D. Steven White
The Model Professionals? Political Marketing in the United States and the Prospects of Americanization of Global Campaigning	67	(24)
Margaret Scammell
Index	91