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Index MAC

          Introduction

PART 1 The cultural variable in international marketing

1 The cultural process

2 Cultural dynamics 1: Time and space

3 Cultural dynamics 2: Interactions, mindsets and behaviours
  

PART 2 The integration of local consumption in a global marketing environment

4 Cross-cultural consumer behaviour

5 Local consumers and the globalization of consumption  

6 The convergence of marketing environments and practices world-wide

7 Cross-cultural market research
   

PART 3 Marketing decisions for the intercultural environment

8 Intercultural marketing strategy

9 Product policy 1: Physical, service, and symbolic attributes

10 Product policy 2: Managing meaning

11 The critical role of price in relational exchange 

12 International distribution and sales promotion

PART 4 Intercultural marketing communications

13 Language, culture and communication

14 Intercultural marketing communications 1: Advertising

15 Intercultural marketing communications 2: Personal selling, networking and public relations

16 Intercultural marketing negotiations 1

17 Intercultural marketing negotiations 2: Some elements of the national style of business negotiation

copyright Jean-Claude Usunier, HEC Lausanne ©