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[ subject:"Marketing" ]
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Marketing across cultures /
紀錄類型:
書目-語言資料,印刷品 : 單行本
正題名/作者:
Marketing across cultures // Fons Trompenaars, Peter Woolliams.
作者:
Trompenaars, Alfons.
其他作者:
Woolliams, Peter.
出版者:
Chichester :Capstone,2004.
面頁冊數:
vi, 353 p. :ill. ;24 cm.
叢書名:
Culture for business series
標題:
Marketing - Cross-cultural studies. -
ISBN:
1841124710 (pbk.) :
Marketing across cultures /
Trompenaars, Alfons.
Marketing across cultures /
Fons Trompenaars, Peter Woolliams. - Chichester :Capstone,2004. - vi, 353 p. :ill. ;24 cm. - Culture for business series .
Includes bibliographical references (p. 335-340) and index.
The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all - 'meaning'. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.
ISBN: 1841124710 (pbk.) :US25
Nat. Bib. No.: GBA3-Z3751 Subjects--Topical Terms:
161448
Marketing
-- Cross-cultural studies.
LC Class. No.: HF5414 / .T76 2004
Dewey Class. No.: 658.8009
Marketing across cultures /
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The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all - 'meaning'. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.
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