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[ author_sort:"beveridge, ivana." ]
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Intercultural marketing :theory and practice /
紀錄類型:
書目-語言資料,印刷品 : 單行本
正題名/作者:
Intercultural marketing :/ Ivana Beveridge.
其他題名:
theory and practice /
作者:
Beveridge, Ivana.
出版者:
New York, NY :Routledge,2021.
面頁冊數:
xiii, 229 p. :ill. ;23 cm.
附註:
Includes bibliographical references and index.
標題:
Marketing - Cross-cultural studies. -
ISBN:
9780367902544(pbk.)
ISBN:
9780367457914(hbk)
Intercultural marketing :theory and practice /
Beveridge, Ivana.
Intercultural marketing :
theory and practice /Ivana Beveridge. - New York, NY :Routledge,2021. - xiii, 229 p. :ill. ;23 cm.
Includes bibliographical references and index.
The Globalization Imperative -- De-Coding Culture: The Basics of Cultural Literacy -- Universal Criteria for Understanding Cultures -- Conceptual East-West Differences: Psychological Processes, Philosophical Traditions, Stimuli Processing, and Paradoxical Thinking -- Conceptual East-West Differences: Intercultural Communication and religious Beliefs -- Frameworks for Interpreting Cultural Differences -- Language Considerations in Intercultural Markets -- Research Considerations in Intercultural Markets.
"With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice. Built on a strong, cross-disciplinary theoretical foundation, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies in international markets. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book's new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the 'practitioner's hat' and including practice in a netnographic research method"--Provided by publisher.
ISBN: 9780367902544(pbk.)NT1515
LCCN: 2020024287Subjects--Topical Terms:
1000143477
Marketing
--Cross-cultural studies.
LC Class. No.: HF5415 / B571
Dewey Class. No.: 658.8
Intercultural marketing :theory and practice /
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