Normal view MARC view ISBD view

Cross-cultural marketing / edited by Robert Rugimbana and Sonny Nwankwo.

Contributor(s): Rugimbana, Robert [(ed.)] | Nwankwo, Sonny [(j.ed.)].
Publisher: London : Thomson, c2003Edition: 1st edition.Description: xiv, 370 p. ; 25 cm.ISBN: 1861528019 (pbk.).Subject(s): Marketing -- Cross-cultural studiesDDC classification: 658.8
Contents:
Preface. - Contributors. - Pt. 1. Cross-cultural marketing environment. Ch. 1. Cultural value / Nathalie Prime. Ch. 2. Multicultural marketing / Dawn Burton. - Case 1. Culture, Italian language and business: links overlooked and underestimated / Laura Ancilli, Val Clulow. - Case 2. Etics and emics: bridging a gap in international business culture / Anton Kriz, Jacqueline A. Flint. - Pt. 2. Developing a cross-cultural marketing strategy. Ch. 3. Cross-cultural marketing research / Li-Wei Mai. Ch. 4. Segmentation in cross-cultural settings / Andrew Lindridge. Ch. 5. Branding in cross-cultural marketing / Frances Ekwulugo. Ch. 6. Cross-cultural product strategy / Greg Elliott, Chandrama Acharya. Ch. 7. Cross-cultural pricing issues / Michael Callow, Dawn Lerman. Ch. 8. Cross-cultural marketing channels / Robert Rugimbana, Byron Keating. Ch. 9. Cross-cultural communications and promotion / William Darley, Denise Luethge. - Case 3. Exploring the impact of consumer ethnocentrism, country of origin and branding on consumer choice / Greg Elliott, Chandrama Acharya. - Case 4. The Euro: a cultural shock to shopping / Michael Callow, Dawn Lerman. - Pt. 3. Implementing a cross-cultural marketing strategy. Ch. 10. Marketing services across cultures / Guilherme Pires, John Stanton. Ch. 11. Relationship marketing in cross-cultural contexts / Poul Houman Andersen. Ch. 12. Corporate social responsibility / Ven Sriram, Franklyn Manu. Ch. 13. Internal marketing / Paul Matthyssens, Huib Wursten. - Case 5. The pharmaceutical industry and AIDS / Ven Sriram, Franklyn Manu. - Case 6. Cadbury Schweppes / Frances Ekwulugo. - Pt. 4. Contemporary issues in cross-cultural marketing. Ch. 14. Cross-cultural perspectives on e-business / Byron Keating, Robert Rugimbana. Ch. 15. Multicultural marketing / Ian Wilkinson, Constant Cheng. Ch. 16. Cross-cultural marketing for SMEs / Isobel Doole, Robin Lowe. Ch. 17. The future of global consumer cultures / Michael Dailey, Susan Carley. Ch. 18. The future and challenges of cross-cultural and multicultural marketing / C. P. Rao. - Case 7. Cultural values in retailing / Ogenyi Omar, Charles Blankson. - Case 8. Super 12s rugby union: comparing the information content and infotainment usage in Australian, New Zealand and South African Super 12s websites / Jamie Carlson, Phillip J. Rosenberger III, John Paynter. - Index.
Item type Current location Shelf location Call number Copy number Status Notes Date due Barcode Remark
Main Collection Taylor's Library-TU

Floor 4, Shelf 26 , Side 2, TierNo 2, BayNo 3

658.8 CRO (Browse shelf) 1 Available SOMAC,37003,03,CL 5000026897
Main Collection TC External Storage
658.8 CRO (Browse shelf) 1 Available GENxx,GENxx,03,GR 5000067293 Please fill up online form at https://taylorslibrary.taylors.edu.my/services/external_storage1

Preface. - Contributors. - Pt. 1. Cross-cultural marketing environment. Ch. 1. Cultural value / Nathalie Prime. Ch. 2. Multicultural marketing / Dawn Burton. - Case 1. Culture, Italian language and business: links overlooked and underestimated / Laura Ancilli, Val Clulow. - Case 2. Etics and emics: bridging a gap in international business culture / Anton Kriz, Jacqueline A. Flint. - Pt. 2. Developing a cross-cultural marketing strategy. Ch. 3. Cross-cultural marketing research / Li-Wei Mai. Ch. 4. Segmentation in cross-cultural settings / Andrew Lindridge. Ch. 5. Branding in cross-cultural marketing / Frances Ekwulugo. Ch. 6. Cross-cultural product strategy / Greg Elliott, Chandrama Acharya. Ch. 7. Cross-cultural pricing issues / Michael Callow, Dawn Lerman. Ch. 8. Cross-cultural marketing channels / Robert Rugimbana, Byron Keating. Ch. 9. Cross-cultural communications and promotion / William Darley, Denise Luethge. - Case 3. Exploring the impact of consumer ethnocentrism, country of origin and branding on consumer choice / Greg Elliott, Chandrama Acharya. - Case 4. The Euro: a cultural shock to shopping / Michael Callow, Dawn Lerman. - Pt. 3. Implementing a cross-cultural marketing strategy. Ch. 10. Marketing services across cultures / Guilherme Pires, John Stanton. Ch. 11. Relationship marketing in cross-cultural contexts / Poul Houman Andersen. Ch. 12. Corporate social responsibility / Ven Sriram, Franklyn Manu. Ch. 13. Internal marketing / Paul Matthyssens, Huib Wursten. - Case 5. The pharmaceutical industry and AIDS / Ven Sriram, Franklyn Manu. - Case 6. Cadbury Schweppes / Frances Ekwulugo. - Pt. 4. Contemporary issues in cross-cultural marketing. Ch. 14. Cross-cultural perspectives on e-business / Byron Keating, Robert Rugimbana. Ch. 15. Multicultural marketing / Ian Wilkinson, Constant Cheng. Ch. 16. Cross-cultural marketing for SMEs / Isobel Doole, Robin Lowe. Ch. 17. The future of global consumer cultures / Michael Dailey, Susan Carley. Ch. 18. The future and challenges of cross-cultural and multicultural marketing / C. P. Rao. - Case 7. Cultural values in retailing / Ogenyi Omar, Charles Blankson. - Case 8. Super 12s rugby union: comparing the information content and infotainment usage in Australian, New Zealand and South African Super 12s websites / Jamie Carlson, Phillip J. Rosenberger III, John Paynter. - Index.