Marketing Across Cultures

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. Introduction: Marketing across cultures.

1. Marketing in a multicultural and changing world.

2. Cultural differences in a marketing context: value dimensions.

3. Cultural differences in a marketing context: further value dimensions.

4. Marketing research across cultures.

5. Branding across cultures.

6. Franchising across cultures.

7. Marketing across ethnic boundaries.

8. E-Marketing dilemmas across cultures.

9. Dilemmas of strategic marketing.

10. Develop your capacity to reconcile dilemmas.

Conclusion.

Appendix: Accumulating and interpreting the evidence.

Bibliography.

Index.

"...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)

FONS TROMPENAARS is a Director of Trompenaars Hampden-Turner (THT), an innovative centre of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author and co-author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st Century and the worldwide bestseller, Riding the Waves of Culture.

PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaar Hampden-Turner.

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

The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all – ‘meaning’. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.