By Dawn Burton

ISBN-10: 0415448921

ISBN-13: 9780415448925

Cross-cultural advertising is a crucial part of the modern enterprise atmosphere. Many traditional money owed of the subject have conflated cross-cultural and cross-national advertising and marketing, yet during this groundbreaking, new e-book, Burton argues that those generalizations have little that means given the level of multi-culturalism in lots of societies.

 

Given the significance of latest rising markets within the a long way East, heart East, Asia and Latin the USA, this publication increases vital questions about the applicability of latest advertising and marketing thought and perform, which was once initially built utilizing the version of Western society. an intensive variety of cross-cultural advertising and marketing matters is addressed, including:

 

  • Cross-cultural customer behaviour
  • Cross-cultural administration practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing learn methods

 

Cross-cultural Marketing deals a brand new, extra advanced and complex method of the real demanding situations for latest advertising and marketing idea and perform and their endured relevance for stakeholders. As such, it's a useful textual content for college kids of overseas and cross-cultural advertising, in addition to for practitioners who desire to determine new advancements within the field.

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Extra info for Cross-Cultural Marketing: Theory, practice and relevance

Sample text

Further reading Clifford, J. (1997) Routes: Travel and Translation in the Late Twentieth Century, Cambridge, MA: Cambridge University Press. Featherstone, M. (1992) Consumer Culture and Postmodernism, London: Sage. Featherstone, M. (1995) Undoing Culture: Globalization, Postmodernism and Identity, London: Sage. Halter, M. (2000) Shopping for Identity: The Marketing of Ethnicity, New York: Shocken Books. Hannerz, U. (1992) Cultural Complexity: Studies in the Social Organization of Meaning, New York: Columbia University Press.

Further reading Clifford, J. (1997) Routes: Travel and Translation in the Late Twentieth Century, Cambridge, MA: Cambridge University Press. Featherstone, M. (1992) Consumer Culture and Postmodernism, London: Sage. Featherstone, M. (1995) Undoing Culture: Globalization, Postmodernism and Identity, London: Sage. Halter, M. (2000) Shopping for Identity: The Marketing of Ethnicity, New York: Shocken Books. Hannerz, U. (1992) Cultural Complexity: Studies in the Social Organization of Meaning, New York: Columbia University Press.

The most affluent families hire Filipinos and Sri Lankans, who are considered to be more efficient, cleaner, and more trustworthy than Indians, Egyptians, and East Africans (Vom Bruck 2005). Ethnicity also plays a significant part in the racialized sexual hierarchies of prostitution. In the American West at the end of the nineteenth century, white European and American women had elite status over impoverished women of colour including Asians, African-Americans, Native Americans and Latinas (Scully 2001).

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Cross-Cultural Marketing: Theory, practice and relevance by Dawn Burton


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