Going global can be risky business if you don't divest yourself of your ethnocentric thinking. You have to take into consideration your new market's language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures. Designed to assist both American and foreign companies, Handbook of Cross-Cultural Marketing shows you how to increase your chance at success in international markets. It identifies and explains ten important aspects of culture that are essential to cross-cultural marketing to help you understand how underlying cultural beliefs govern the way marketing functions in different societies. It also gives you specific steps for developing cultural adaptation strategies in international marketing. To further your understanding of global marketing and fundamental marketing concepts, this comprehensive book discusses: real life examples of company successes and failures abroad attitudes toward middlemen in underdeveloped countries the advantages of foreign trade shows locating and using representatives, agents, and/or distributors in foreign countries the reception of different American products in different countries potential cultural pitfalls of primary data collecting techniques the role of time in various cultures setting standards for product performance A useful text for students and practitioners alike, Handbook of Cross-Cultural Marketing gives you hands-on strategies and advice for delving into different markets, using techniques that are respectful of individual cultures, and avoiding unnecessary mistakes that can occur if you don't take the initiative to get to know the culture of your new marketplace. Your outlook and beliefs are not the global norm, so read this book to find out how you can be successful with customers who are different from you in terms of motivation, values, beliefs, and outlook.

This Handbook suggests future directions for cross-cultural marketing research in a rapidly evolving global environment. It builds upon existing models and topics and addresses the methodological challenges of cross-cultural research and provides applied examples spanning various methodologies as well as industry sectors and country settings. In addition, contributors present new paradigms for future research.

Going Global Can Be A Risky Business If You Don'T Divest Youself Of Your Ethnocentric Thinking. Handbook Of Cross-Cultural Marketing Shows You How To Sensitize Your Marketing Approaches To The Cultural Norms And Taboos Of Other Societies As Well As The Importance Of Demonstrating An Interest, Knowledge And Appreciation Of Different Cultures. By Identifying And Explaining Ten Important Aspects Of Culture That Are Essential To Cross-Cultural Marketing, This Book Shows You How To Increase Your Chances At Success In International Markets.

An integrated approach to investigate, create, and propose a model for the value creation of cultural products is essential in maintaining its connection with e-relationship marketing; this examination is important in recognizing a common perspective. The Handbook of Research on Management of Cultural Products: E-Relationship Marketing and Accessibility Perspectives examines the potential value of cultural products and how the support of new technologies can enable non-conventional and social-media marketing relationships. This book aims to highlight an emerging subject area in the field of financial management, management of value creation, and marketing that will be essential for scientists, researchers, and practitioners.

Investigating how markets are becoming increasingly similar across countries while simultaneously becoming more diverse and heterogeneous within countries, this timely Handbook explores novel and under-researched sub-cultural marketing segments. Contributions from a diverse group of established and emerging marketing scholars examine how we might better understand and serve new generations of consumers from a variety of generational, ethnic, and religiously diverse market segments.

An invaluable contribution to the area of leadership studies, the Handbook of International and Cross-Cultural Leadership Research Processes: Perspectives, Practice, Instruction brings together renowned authors with diverse cultural, academic, and practitioner backgrounds to provide a comprehensive overview and analysis of all stages of the research process. The handbook centers around authors’ international research reflections and experiences, with chapters that reflect and analyze various research experiences in order to help readers learn about the integrity of each stage of the international leadership research process with examples and discussions. Part I introduces philosophical traditions of the leadership field and discusses how established leadership and followership theories and approaches sometimes fail to capture leadership realities of different cultures and societies. Part II focuses on methodological challenges and opportunities. Scholars share insights on their research practices in different stages of international and cross-cultural studies. Part III is forward-looking in preparing readers to respond to complex realities of the leadership field: teaching, learning, publishing, and applying international and cross-cultural leadership research standards with integrity. The unifying thread amongst all the chapters is a shared intent to build knowledge of diverse and evolving leadership practices and phenomena across cultures and societies. The handbook is an excellent resource for a broad audience including scholars across disciplines and fields, such as psychology, management, history, cognitive science, economics, anthropology, sociology, and medicine, as well as educators, consultants, and graduate and doctoral students who are interested in understanding authentic leadership practices outside of the traditional Western paradigm.

This comprehensive guide to both the theory and application of psychology to marketing comes from the author team that produced the acclaimed Customer Relationship Management. It will be of immeasurable help to marketing executives and higher level students of marketing needing an advanced understanding of the applied science of psychology and how it bears on consumers; on influencing; and on the effective marketing of organizations themselves, as well as of products and services. Drawing on consumer, management, industrial, organizational, and market psychology, The Psychology of Marketing's in-depth treatment of theory embraces: ¢ Cognition theories. ¢ Personality, perception and memory. ¢ Motivation and emotion. ¢ Power, control, and exchange. Complemented by case studies from across the globe, The Psychology of Marketing provides a trans-national perspective on how the theory revealed here is applied in practice. Marketers and those aspiring to be marketers will find this book an invaluable help in their role as 'lay psychologists'.