TY  - BOOK
AU  - Rugimbana,Robert
AU  - Nwankwo,Sonny
TI  - Cross-cultural marketing
SN  - 1861528019 (pbk.)
U1  - 658.8 
PY  - 2003///
CY  - London
PB  - Thomson
KW  - Marketing
KW  - Cross-cultural studies
N1  - 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
ER  -