Contact us on (02) 8445 2300
For all customer service and order enquiries

Woodslane Online Catalogues

9781529754384 Academic Inspection Copy

Business & Marketing Across Cultures

Description
Table of
Contents
Reviews
Google
Preview
In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets. Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems. This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts.
Part 1: Understanding the Self and Others in Cross-Cultural and International Contexts Chapter 1: Similarities and Differences Across and Within Cultures Chapter 2: Communication and Language Chapter 3: Intercultural Interactions in Business and Marketing Part 2: Cross-Cultural Marketing Decision Making Chapter 4: Market Entry and Expansion Decisions Across Cultures Chapter 5: Cross-Cultural Marketing Strategy and Implementation Chapter 6: Designing a Culturally Sensitive Business Plan
Google Preview content