The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
Book Description
Editorial Reviews
Review
"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9th November 04)
"...a well-written book with a good balance of commentary, and facts and figures..." (Edge, September 2005)
"No-one understands cultural differences better than Trompenaars. He's one of the best speakers on this topic and it's good news that he has turned his attention to marketing." (The Marketer, 1st September 2005)
From the Inside Flap
It is easy to see that local success of a product or service can cross international boundaries. The success of companies such as Toyota, McDonalds and Chanel prove this. But there are also many examples where success at a local level has failed to translate into international success and this is mainly because of the different tastes and preferences of the customer in different destination cultures. All marketing activity across cultures must take heed of this, or risk failure. Marketing Across Cultrues shows you how. Topics such as market research , branding and franchising, e-marketing, strategic marketing and marketing across ethnic boundaries are all covered. The authors provide numerous case studies and a seven dimension model of culture which help create a framework based on the recognition, respect and reconciliation of cultural differences.
Marketing Across Cultures and all books in the Culture for Business Series offer structured solutions for tackling complex business problems for:
- Forward thinkers in senior management, business unit leaders, cross-functional and cross-cultural team leaders
- Consultants
- Students of Executive Development programmes
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