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Tables of Contents for Handbook of Cross-Cultural Marketing
Chapter/Section Title
Page #
Page Count
Foreword
xi
4
Hans Thorelli
Acknowledgments
xv
Introduction
1
10
PART I: PREMARKETING
11
78
Chapter 1. Culture Impacts of Markets: Pitfalls and Potentials
11
20
An Introduction to Culture
11
4
Culture and Marketing
15
14
Cross-Cultural Implications for Marketers
29
2
Chapter 2. The Standardization versus Adaptation Debate: Wherefore Art Thou Now?
31
20
Standardization (Globalization)
31
3
Advantages and Disadvantages
34
4
Standardize or Adapt?
38
5
Glocalization
43
4
Conclusions
47
4
Chapter 3. Cross-Cultural Negotiations
51
18
A Primer on Cross-Cultural Negotiations
51
2
A Cross-Cultural Perspective of the Negotiations Process
53
5
Context in Cross-Cultural Negotiations
58
4
Contractual Implications
62
2
Recommendations for Success
64
5
Chapter 4. Cross-Cultural Dimensions of Marketing Research
69
20
International Marketing Research
69
2
Cultural Inferences of Marketing Research
71
6
Focus Groups
77
3
Cross-Cultural Marketing Research
80
4
Conclusions
84
5
PART II: MARKETING
89
130
Chapter 5. Cross-Cultural Aspects of Products
89
20
Products
89
3
Cultural Variances: Example of the Hispanic Market
92
2
Features and Specifications
94
2
Brands
96
4
Packaging
100
3
Country-of-Origin Effect
103
2
Conclusions
105
4
Chapter 6. Cross-Cultural Influences on Advertising
109
20
Advertising
109
3
Cultural Influences on Advertising
112
1
Cross-Cultural Advertising
113
8
Cross-Cultural Influences on Advertising Regulations
121
3
Other Forms of Media
124
2
Conclusions
126
3
Chapter 7. Cross-Cultural Aspects of Trade Fairs
129
14
Trade Fairs and Shows Expositions
129
6
Cross-Cultural Dimensions of Trade Fairs
135
5
Trade Show Recommendations
140
3
Chapter 8. Cross-Cultural Sales Promotional Techniques
143
14
Sales Promotion and Culture
143
3
Coupons
146
3
Public Relations and Culture
149
1
Cultural Dimensions of Gift Giving
150
5
Conclusions
155
2
Chapter 9. Cross-Cultural Issues in Sales and Sales Management
157
24
Culture and Selling
158
4
Cultural Influences on the Sales Process
162
4
Sales Management
166
3
Sales Conclusions
169
1
Direct Marketing
170
11
Chapter 10. A Cross-Cultural View of Channels of Distribution
181
18
Culture in the Channel
182
3
Cultural Influences on Distribution Channels
185
6
Franchising
191
1
Cultural Rationale for Regulatory Restrictions
192
4
Conclusions
196
3
Chapter 11. Pricing
199
20
Cross-Cultural Aspects of Pricing
203
9
Environmental Pricing Considerations
212
1
Conclusions
213
6
PART III: POSTMARKETING
219
78
Chapter 12. Cross-Cultural Aspects of Services Marketing
219
20
Attributes of Services
219
4
Importance of Services Internationally
223
2
Potential Hurdles in Internationalizing Services
225
2
Cross-Cultural Influences on Services Marketing
227
10
Success Factors
237
2
Chapter 13. Cross-Cultural Implications of the Aftermarket
239
20
Importance of the Aftermarket
242
4
Cross-Cultural Differences in Aftermarket Functions
246
8
Summary
254
5
Chapter 14. Cross-Cultural Dimensions of Service Quality
259
20
Differences Between Goods and Service Quality
261
1
SERVQUAL and Culture
262
2
Cross-Cultural Views of Service Quality
264
7
Service Japanese Style
271
3
Okyakasuma wa Kamisama Desu--The Customer Is God
274
1
Conclusions
275
4
Chapter 15. Green Marketing
279
18
Cross-Cultural Differences in Green Marketing
284
5
Ecomarketing Ecotourism
289
3
Conclusions
292
5
Conclusion
297
8
Notes
305
28
Bibliography
333
32
Index
365