Reseña del libro "Cultural Influences on Global Marketing"
Cultural Influences on Global Marketing introduces students to topics that are critical to the success of the contemporary international marketer. Readers learn how culture affects the political, economic, and regulatory systems, as well as marketing behavior, purchasing, consumption, and decision-making. They learn the importance of cultural awareness, cultural knowledge, cultural competence, and empathy in developing effective communications and managing their presence in foreign markets. Section I of the text contains 13 chapters that address fundamental issues concerning international marketing, including the impact of foreign cultural environment on international marketing operations, the formulation of the marketing mix, global and multi-domestic strategy, foreign market entry methods, trade agreements, cross-cultural negotiations, global value creation, and more. Section II features carefully curated cases that illuminate the unique and varied experiences of international marketers. These selections provide students with experiential knowledge and highlight how the cultural environments of foreign markets can affect levels of success. Designed to help future global marketers think critically about how culture can influence international marketing efforts, Cultural Influences on Global Marketingis an ideal text for courses in global marketing and international business relations.Constantine G. Polychroniou, Ph.D. is a professor-educator of international business and marketing at the University of Cincinnati. He has also served as an educator, trainer, and international management consultant, advising organizations including banks, consumer and business goods marketers, on business and marketing planning, as well as training and executive development. Dr. Polychroniou’s research interests center around the “process” of globalization, global governance, regionalization, internationalization of markets, and cross-cultural developments.
