Cultural Impact On International Branding PDF Download
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Author | : Constantine Polychroniou (G.) |
Publisher | : Cognella Academic Publishing |
Total Pages | : 248 |
Release | : 2019-07-26 |
Genre | : Cultural pluralism |
ISBN | : 9781516536337 |
Download Cultural Influences on Global Marketing (First Edition) Book in PDF, ePub and Kindle
Cultural Influences on Global Marketing introduces students to topics that are critical to the success of the contemporary international marketer. Readers learn how culture affects the political, economic, and regulatory systems, as well as marketing behavior, purchasing, consumption, and decision-making. They learn the importance of cultural awareness, cultural knowledge, cultural competence, and empathy in developing effective communications and managing their presence in foreign markets. Section I of the text contains 13 chapters that address fundamental issues concerning international marketing, including the impact of foreign cultural environment on international marketing operations, the formulation of the marketing mix, global and multi-domestic strategy, foreign market entry methods, trade agreements, cross-cultural negotiations, global value creation, and more. Section II features carefully curated cases that illuminate the unique and varied experiences of international marketers. These selections provide students with experiential knowledge and highlight how the cultural environments of foreign markets can affect levels of success. Designed to help future global marketers think critically about how culture can influence international marketing efforts, Cultural Influences on Global Marketing is an ideal text for courses in global marketing and international business relations.
Author | : Jean-Claude Usunier |
Publisher | : Philip Allan |
Total Pages | : 516 |
Release | : 1993 |
Genre | : Business & Economics |
ISBN | : |
Download International Marketing Book in PDF, ePub and Kindle
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.
Author | : G. Bertoli |
Publisher | : Edward Elgar Publishing |
Total Pages | : 225 |
Release | : 2013-01-01 |
Genre | : Business & Economics |
ISBN | : 1781955611 |
Download International Marketing and the Country of Origin Effect Book in PDF, ePub and Kindle
'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.
Author | : Emily Bloom |
Publisher | : GRIN Verlag |
Total Pages | : 19 |
Release | : 2015-10-30 |
Genre | : Social Science |
ISBN | : 3668077568 |
Download Influences of Asian Cultural Identity on Global Marketing Strategies Book in PDF, ePub and Kindle
Seminar paper from the year 2014 in the subject Cultural Studies - Miscellaneous, grade: 1,0, University of Greenwich, language: English, abstract: This paper discusses the influence of Asian cultural identity on Global Marketing. Over the course of the past decades globalisation has had a great impact on the every day lives of people around the globe. Due to the advances in technology and new inventions, such as the internet and therefore the diminishing of boundaries, people from various countries of the world are now more than ever able to be connected to each other, travel and overcome far distances, as well as purchase and consume products and services from all over the world. The benefits of globalisation not only influence people in their daily lifes, but can also be applied to the way in which companies organise themselves as well as operate in their home and foreign markets. The rise of global companies that sell and market products in foreign countries affected organisational work and created the need for global marketing strategies. In order for these strategies to work the different cultural backgrounds and values of customers need to be taken into account. Mooij supports this idea by pointing out, that in order for marketing or advertising to be effective it “must include values that match the values of the consumers being addressed“ (Mooij, 1998, p.91). Mooij explains further, that the way in which consumers behave and are motivated largely depends on their culture, which is why marketing strategies need to be relevant to the culture of the consumer they are trying to address (Mooij M. D., 1998). This explains why marketing managers today face a number of challenges and are influenced by the cultural identity of the country they are marketing a product in. Asia has one of the largest economies of the world which makes it extremely attractive for companies seeking to expand globally. East Asia alone is home to about 20 percent of the world’s population and is likely to make up an equally high share of the world trade (Chaze, 2010). In the following, this essay will try to explain how the Asian culture in terms of group, family and status orientation might culturally influence the way in which foreign companies market their products to Asian consumers as well as discuss possible practical measures that should be taken by international marketers in this context.
Author | : Zhenyi Li |
Publisher | : |
Total Pages | : 156 |
Release | : 2001 |
Genre | : Brand choice |
ISBN | : |
Download Cultural Impact on International Branding Book in PDF, ePub and Kindle
Summary in Chinese.
Author | : Cheryl Nakata |
Publisher | : Springer |
Total Pages | : 307 |
Release | : 2009-07-16 |
Genre | : Business & Economics |
ISBN | : 0230240836 |
Download Beyond Hofstede Book in PDF, ePub and Kindle
Hofstede introduced a culture paradigm that has been widely influential in international business. However, its relevance in light of culture's increasing complexity due to globalization has been questioned. Alternative culture frameworks and perspectives are offered by leading scholars in global marketing and management.
Author | : Olivier Samo |
Publisher | : GRIN Verlag |
Total Pages | : 65 |
Release | : 2015-10-07 |
Genre | : Business & Economics |
ISBN | : 3668060908 |
Download Intercultural Marketing. The Impact of Culture on the Marketing-Mix Book in PDF, ePub and Kindle
Bachelor Thesis from the year 2014 in the subject Business economics - Offline Marketing and Online Marketing, grade: 2.3, University of Applied Sciences Wiesbaden Rüsselsheim Geisenheim, language: English, abstract: The objective of this presented bachelor thesis is to demonstrate how culture affects international marketing activities, thus portray the marketing intercultural branch. In other words, the reader will gain an idea of the importance of culture in the strategic marketing planning. From a marketing point of view, it is recognizable that worldwide interdependence of economies has partly created homogeneity of business operations, but the world is still comprised of cultural differences and specificity and various consumer behaviors and needs. Bearing this fact in mind, enterprises integrate culture more and more into international marketing activities, especially when doing business in an environment full of cultural diversity. The question of a strategic choice is raised at this point. Active international corporations have to decide whether to standardize or to adapt to marketing-mix activities. This leads to the following questions: which factors determine businesses choice for a differentiated or a standardized strategy in marketing mix activities? To what extent can companies standardize goods and services? Is standardization relevant for all marketing mix activities and for all foreign target markets? Is it a necessary for the active international firm to adapt their activities to each national culture? How important is the impact of culture on marketing-mix? The presented paper will provide some preliminary answers to these questions with an emphasis on marketing-mix elements and will investigate whether and to what extent culture should be considered as a strategic key success factor.
Author | : Jean-Claude Usunier |
Publisher | : Prentice-Hall PTR |
Total Pages | : 652 |
Release | : 2000 |
Genre | : Business & Economics |
ISBN | : |
Download Marketing Across Cultures Book in PDF, ePub and Kindle
Based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices, this work offers an approach to global marketing. It emphasizes comparisons of global and local consumption.
Author | : Glen H. Brodowsky |
Publisher | : Edward Elgar Publishing |
Total Pages | : 304 |
Release | : 2020-09-25 |
Genre | : Business & Economics |
ISBN | : 1788978544 |
Download Handbook on Cross-Cultural Marketing Book in PDF, ePub and Kindle
This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.
Author | : Information Reso Management Association |
Publisher | : |
Total Pages | : 532 |
Release | : 2018-05-04 |
Genre | : Business & Economics |
ISBN | : 9781668430392 |
Download Brand Culture and Identity Book in PDF, ePub and Kindle