000			03479cam a22003978i 4500
001			21578884
003			CSPC
005			20250903153443.0
008			200623s2021 nyu b 001 0 eng
010			_a 2020024287
020			_a9780367902544 _q(paperback)
035			_a21578884
040			_aDLC _beng _erda _cDLC _dCSPC
042			_apcc
050	0	0	_aHF5415 _b.B4448 2021
082	0	0	_a658.8 _bB467i _223
100	1		_aBeveridge, Ivana, _eauthor.
245	1	0	_aIntercultural marketing : _btheory and practice / _cIvana Beveridge.
263			_a2101
264		1	_aNew York, NY ; _aAbingdon, Oxon : _bRoutledge, _c2021.
300			_axiii, 229 pages ; _c23 cm.
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and index.
505	0		_aThe globalization imperative -- Decoding culture: the basics of cultural literacy -- Universal criteria for understanding cultures -- Conceptual east-west differences: psychological processes, philosophical traditions, stimuli processing, and paradoxical thinking -- Conceptual east-west differences: intercultural communication and religious beliefs -- Frameworks for interpreting cultural differences -- Language considerations in intercultural markets -- Research considerations in intercultural markets -- Conclusion.
520			_a"With companies actively marketing products and services beyond their borders, marketers must understand culturally ingrained consumer behavior throughout the world. Focusing on psychological and social dimensions of these behaviors, this textbook brings together academic research and contemporary case studies from the marketing practice. Built on a strong, cross-disciplinary theoretical foundation, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption, and for the design and implementation of effective intercultural marketing strategies, focused on branding and promotion. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies in international markets. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book's new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the 'practitioner's hat' and including practice in a netnographic research method"-- _cProvided by publisher.
650		0	_aMarketing _vCross-cultural studies.
650		0	_aConsumers _vCross-cultural studies.
650		0	_aInternational trade.
776	0	8	_iOnline version: _aBeveridge, Ivana. _tIntercultural marketing _dNew York, NY : Routledge, 2021. _z9781003025344 _w(DLC) 2020024288
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _e23 _h658.8 _iB467i _kGRD _m2021 _n0
999			_c30296 _d30296