MARKETING ACROSS CULTURES（不同文化的营销）

Marketing Across Cultures 英文原版.正版.二手书.有少量笔记划线.实物图

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北京海淀

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作者Fons Trompenaars

出版社Oversea Publishing House

出版时间2004-06

版次1

装帧平装

货号14-6

上书时间2023-02-21

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【内容简介】: The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
【目录】: Introduction: Marketing across cultures.

1. Marketing in a multicultural and changing world.

2. Cultural differences in a marketing context: value dimensions.

3. Cultural differences in a marketing context: further value dimensions.

4. Marketing research across cultures.

5. Branding across cultures.

6. Franchising across cultures.

7. Marketing across ethnic boundaries.

8. E-Marketing dilemmas across cultures.

9. Dilemmas of strategic marketing.

10. Develop your capacity to reconcile dilemmas.

Conclusion.

Appendix: Accumulating and interpreting the evidence.

Bibliography.

Index.