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Business & Marketing Across Cultures de Julie Anne Lee

Business & Marketing Across Cultures

Autor Julie Anne Lee, Jean-Claude Usunier, Vasyl Taras
en Limba Engleză Hardback – 10 mai 2023
An essential textbook for students of cross-cultural/intercultural business and marketing. It is liked to the X-Culture project, which is a multicultural exercise where students learn to solve real world international business problems.
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Specificații

ISBN-13: 9781529754384
ISBN-10: 1529754380
Pagini: 280
Dimensiuni: 196 x 241 x 20 mm
Greutate: 0.69 kg
Editura: SAGE Publications Ltd

Notă biografică

Julie Anne Lee is a professor at the University of Western Australia, in the Business School. Her research focuses on cross-cultural theory, measurement and application in the tourism and consumer behaviour contexts. Most recently, she has been examining personal values across cultures. Her research was published in Personality and Individual Differences, Journal of Personality and Social Psychology, Journal of Cross-Cultural Psychology, Journal of Personality Assessment, Journal of International Marketing, Journal of Business Research, International Marketing Review, Tourism Management, Annals of Tourism Research, among others. Her research has attracted over $1 million in competitive funding in recent years.

Cuprins

Part 1: Understanding the Self and Others in Cross-Cultural and International Contexts
Chapter 1: Similarities and Differences Across and Within Cultures
Chapter 2: Communication and Language
Chapter 3: Intercultural Interactions in Business and Marketing
Part 2: Cross-Cultural Marketing Decision Making
Chapter 4: Market Entry and Expansion Decisions Across Cultures
Chapter 5: Cross-Cultural Marketing Strategy and Implementation
Chapter 6: Designing a Culturally Sensitive Business Plan