Thursday, June 15, 2006

Bib #20 Marketing Across Cultures

Usunier, Jean-Claude, ed. Marketing Across Cultures 3rd ed. 2000.

This book uses a two-stage cultural approach to exploring international marketing:
- A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.

- An inter-cultural approach - the study of interaction between business peoples of different national markets.

What I find relevant in this book is that with the globalization of markets, it is emphasized in this book in particular how consumer behavior and marketing environments are converging at a global level while customers still give very different meanings to consumption. It also highlights the understanding of what is country-specific and what is universal, is essential for the design of marketing strategies that can successfully be implemented across national markets. The part of the book I found most helpful is on how the book explores the theoretical and practical implications of thinking local but acting global.

The difference offered in this book so far, compared to what I have read is that it emphasizes people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the search for global competitiveness with the necessary adjustment for local success.


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