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7 Secrets of Marketing in a Multi-Cultural World Hardcover – February 1, 2001

5 out of 5 stars 3 customer reviews

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Editorial Reviews


Dr. Rapaille and his work represent a fundamentally different way of looking at a product or concept within a culture. The process works. -- Paul Everett, Manager Operations Improvement, Simpson (Seattle)

About the Author

Dr. Clotaire Rapaille is founder and chairman of Archetype Discoveries Worldwide, a leading consulting and training company in the area of inter-cultural and cross-cultural management and marketing. For more than two decades he has been teaching top marketing executives of Fortune 500 companies how to position their products and services in ways that relate to the archetypes and codes of different cultures.

Product Details

  • Hardcover: 304 pages
  • Publisher: Executive Excellence Publishing; 1 edition (February 1, 2001)
  • Language: English
  • ISBN-10: 1890009741
  • ISBN-13: 978-1890009748
  • Product Dimensions: 6.5 x 1 x 9.1 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 5.0 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,850,231 in Books (See Top 100 in Books)

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Top Customer Reviews

By Robert Morris HALL OF FAMETOP 500 REVIEWERVINE VOICE on April 25, 2001
As I read this excellent book, I was reminded of what Whitman once asserted: "Do I contradict myself? Very well then, I contradict myself. I am large. I contain multitudes." If each human being is "large" and "contains multitudes", how difficult (if not impossible) it would be to grasp the nature and extent of the diversity within cultures such as families, communities, cities, and countries. In the Foreword, Rapaille addresses his reader directly: "This book gives you a new set of glasses to look at the way you -- and the rest of the world -- buy and sell, live and function. Just as using the microscope to see microbes changed the way we practice medicine, and breaking the code of the hieroglyphics suddenly gave us access to the incredible amount of information hidden for centuries, archetypology -- the new science of decoding cultures -- is changing the way we look at ourselves, at others, and at organizations." Here are his seven "Secrets":
1. The structure is the message: people don't buy products and services -- they buy relationships.
2. Cultures have an unconscious: cultural archetypes have the power to make or break any marketing, sales, or public relations plan.
3. Those who don't know the "code" can't open the "door": decoding the mindset of the target market opens doors of opportunity.
4. Time, space, and energy are the building blocks of all cultures: each culture has a DNA which means that any organization can encode its culture for superior marketing and sales performance.
5. Solve the right problem: Each organization must design and create new products or services to solve the right customer problems.
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I have lived in several different countries throughout the world in sales, marketing and ommunications positions. G. Clotaire Rapaille has been able to bring this down to words. Wal-Mart made one of the biggest mistakes when going abroad and expanding to Europe. In Germany Wal-Mart was met with strong resistance from labor unions to consumer organizations. They lost in a very big way. Just being American and the American "Can do" mentality was not enough. The executives should have opened their minds and soul to other ways of thinking and understanding their target audience.

G. Clotaire Rapaille explains in this book how to decode the CNA (Cultural DNA) which influences the way people of a particular country or area buy.

If you are involved in international sales, marketing or communication in any way read this book before you take on the task of introducing some new product or advertising campaign to a specific country other than your own.

An example of reality. A well known Swiss department store decided to use an english language slogan, "come in and find out" well a great number of people interpreted this to mean "come in but please leave". This was a flop. They executives as well as the ad agency were at fault. They used research based on English speaking audiences and not in the home market.

Read, reflect and understand this book.
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I enjoyed this fresh take on marketing. Definitely worth the money and time to read.
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