With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from marketing practice.
Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks.
Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book’s new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the "practitioner’s hat" and including practice in a netnographic research method.
Table of Contents
1. The Globalization Imperative
2. De-Coding Culture: The Basics of Cultural Literacy
3. Universal Criteria for Understanding Cultures
4. Conceptual East–West Differences: Psychological Processes, Philosophical Traditions, Stimuli Processing, and Paradoxical Thinking
5. Conceptual East–West Differences: Intercultural Communication and Religious Beliefs
6. Frameworks for Interpreting Cultural Differences
7. Language Considerations in Intercultural Markets
8. Research Considerations in Intercultural Markets
Ivana Beveridge is Lecturer in Marketing at the University of Houston, U.S. She has extensive international marketing experience with global marketing agencies and corporations, including award-winning campaigns and a client portfolio spanning Fortune 100 companies and various governments. Her PhD is from the Sorbonne University, France.
'Intercultural Marketing: Strategy and Practice is a fresh addition to the management literature grounded in traditional approaches. For a change, this book brings exceptional insight into non-Western viewpoints which have traditionally been neglected, combining global theory and case studies in a concise manner. It offers valuable inspiration to the students looking to expand their horizons and become culturally intelligent global citizens.'
Catherine de La Robertie, Aveyron Region Government Prefect, Sorbonne Paris 1 University Chair Professor, Former Academy Rector & Chancellor of Normandy Region, France
'This book brings a fresh perspective to understanding the role of culture in international markets, particularly in its integration of Eastern and Western culture. It combines theoretical depth with practical application based on the author's wide-ranging professional experience in Europe, Asia, the Middle East, and the U.S.'
Edward Blair, Michael J. Cemo Professor of Marketing & Entrepreneurship, Chair of the Department of Marketing & Entrepreneurship, C. T. Bauer College of Business, University of Houston, USA
'This book concisely and effectively deals with the impact of "culture" on consumer behavior in international markets from an interdisciplinary approach with a nice balance of theory and practice. It is a remarkable work for students and practitioners in this globalizing society.'
Guo-Ming Chen, Professor of Communication Studies, University of Rhode Island, USA
'In today’s world it is crucial to retain an open mind and embrace new ways of thinking and being which are different from those we hold eternally valid. Intercultural Marketing: Strategy and Practice addresses a long-standing challenge in intercultural research informed by old theories and models, many of which no longer hold true today. It offers a fresh perspective and practical guideline missing in many similar books. I look forward to using the book in Ivana’s and my joint courses.'
Milton Aldrete, Director, EduExcellence, Finland