Table of Contents
Table of Contents
BackCover
Marketing Across Cultures
Introduction
A NEW THEORY OF MARKETING
Chapter 1: Marketing in a Multicultural and Changing World
CHANGING DEMOGRAPHICS
THE MARKETERS' RESPONSE
Chapter 2: Cultural Differences in a Marketing Context: Value Dimensions
A TYPOLOGY FOR DILEMMAS OF MARKETING
THE DILEMMA BETWEEN THE UNIVERSAL AND THE PARTICULAR
THE DILEMMA BETWEEN INDIVIDUALISM AND COMMUNITARIANISM
THE DILEMMA BETWEEN SPECIFIC AND DIFFUSE
THE DILEMMA BETWEEN NEUTRAL. AND AFFECTIVE ORIENTATION
Chapter 3: Cultural Differences in a Marketing Context: Further Value Dimensions
THE DILEMMA BETWEEN INTERNAL AND EXTERNAL CONTROL
DILEMMAS ARISING BECAUSE OF DIFFERENT MEANINGS GIVEN TO TIME
Chapter 4: Marketing Research Across Cultures
CROSS-CULTURAL RELIABILITY
UNDERTAKING MARKET RESEARCH WITH ETHNIC MINORITIES
Chapter 5: Branding Across Cultures
CULTURES AS PRODUCT ENDORSERS
THE MEANING OF BRANDS ACROSS CULTURES
THE CHALLENGE FOR BRANDS
MARKET BELIEFS ABOUT BRANDS
Chapter 6: Franchising Across Cultures
START-UP COSTS
POLITICAL RISKS
DILEMMAS OF FRANCHISING
Chapter 7: Marketing Across Ethnic Boundaries
DEFINITIONS
THE RAINBOW CHALLENGE: TOWARDS TRANSCREATION
Chapter 8: E-Marketing Dilemmas Across Cultures
E-MARKETING DILEMMAS
Chapter 9: Dilemmas of Strategic Marketing
THE TOP-DOWN VERSUS BOTTOM-UP DILEMMA
THE INSIDE-OUT VERSUS THE OUTSIDE-IN DILEMMA
THE LATERAL TENSION BETWEEN DIFFERENT ALTERNATIVE ACTIVITIES
THE COST-BENEFIT ANALYSIS OF MARKETING ACROSS CULTURES
Chapter 10: Develop Your Capacity to Reconcile Dilemmas
TEST YOURSELF
Conclusion
Appendix A: Accumulating and Interpreting the Evidence
SAMPLING
FINAL QUESTIONNAIRE DESIGNS
QUALITATIVE INTERVIEW DATA
DATA MINING
LIMITATIONS OF THE CURRENT DATABASE
FUTURE WORK AND EXTENDING THE ANALYSIS
Bibliography
Trompenaars Hampden-Turner Culture for Business
Introduction to our Offerings
Index
Index_B
Index_C
Index_D
Index_E
Index_F
Index_G
Index_H
Index_I
Index_J
Index_K
Index_L
Index_M
Index_N
Index_O
Index_P
Index_Q
Index_R
Index_S
Index_T
Index_U
Index_V
Index_W
Index_X
Index_Y
Index_Z
List of Figures
List of Tables
List of Sidebars
Marketing Across Cultures
by Fons Trompenaars and Peter Woolliams
ISBN:1841124710
Capstone Publishing © 2004 (353 pages)
The authors of this text show how we can understand different markets and customer needs in a wide range of cultural contexts. They also show that culture is the dominant factor that pervades all relationships and behaviors.
Table of Contents
Marketing Across Cultures
Introduction
Chapter 1
-
Marketing in a Multicultural and Changing World
Chapter 2
-
Cultural Differences in a Marketing Context: Value Dimensions
Chapter 3
-
Cultural Differences in a Marketing Context: Further Value Dimensions
Chapter 4
-
Marketing Research Across Cultures
Chapter 5
-
Branding Across Cultures
Chapter 6
-
Franchising Across Cultures
Chapter 7
-
Marketing Across Ethnic Boundaries
Chapter 8
-
E-Marketing Dilemmas Across Cultures
Chapter 9
-
Dilemmas of Strategic Marketing
Chapter 10
-
Develop Your Capacity to Reconcile Dilemmas
Conclusion
Appendix A
-
Accumulating and Interpreting the Evidence
Bibliography
Trompenaars Hampden-Turner Culture for Business
Index
List of Figures
List of Tables
List of Sidebars
Back Cover
The marketing process is beset by dilemmas. Traditional theories about marketing break down when organizations 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. 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.
About the Authors
Fons Trompenaars is Director of Trompenaars Hampden-Turner (THT),an innovative centre of excellence in intercultural management, He is the world's foremost authority on cross-cultural management and is author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st century and the worldwide bestseller, Riding the Waves of Culture.
Peter Woolliams is Professor Of International Business at Anglia Business School. He is also an owner/partner in Trompenaars Hampden-Turner.
Marketing Across Cultures
FONS TROMPENAARS
PETER WOOLLIAMS
Copyright © 2004 by Fons Trompenaars and Peter Woolliams
The right of Fons Trompenaars and Peter Woolliams to be identified as the authors of this work has been asserted in accordance with the Copyright, Designs and Patents Act 1988
First published 2004 by
Capstone Publishing Ltd (a Wiley Company)
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All rights reserved. Except for the quotation of short passages for the purposes of criticism and review, no part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of the publisher. Requests to the publisher should be addressed to the Permissions Department, John Wiley & Sons Ltd, The Atrium, Southern Gate, Chichester, West Sussex PO19 8SQ, England, or emailed to permreq@wiley.co.uk, or faxed to (+44) 1243 770571.
CIP catalogue records for this book are available from the British Library and the US Library of Congress
ISBN 1-84112-471-0