Cross-Cultural Marketing

Theory, practice and relevance

By Dawn Burton

© 2008 – Routledge

328 pages

Purchasing Options:
Paperback: 9780415448932
pub: 2008-11-20
US Dollars$59.95
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Hardback: 9780415448925
pub: 2008-11-20
US Dollars$180.00
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e–Inspection Copy

About the Book

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

  • Cross-cultural consumer behaviour
  • Cross-cultural management practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing research methods

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

Table of Contents

1. Dimensions of Culture 2. Consumer Behaviour 3. Products 4. Promotional Strategies 5. Distribution 6. Internet and Mobile Commerce 7. Pricing Strategies 8. Marketing Management Practice 9. Marketing Research

About the Author

Dawn Burton has taught sociology and marketing at leading British universities. She has written widely on cross-cultural consumer culture and has held numerous research grants in this area. She is the founding editor of the journal Marketing Theory. Her work has been published in leading journals in the fields of sociology, marketing, geography and management.

Subject Categories

BISAC Subject Codes/Headings:
BUS000000
BUSINESS & ECONOMICS / General
BUS043000
BUSINESS & ECONOMICS / Marketing / General