Marketing Across Cultures - Fons Trompenaars - 9781841124711

Marketing Across Cultures
Fons Trompenaars
9781841124711
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Marketing Across Cultures is a cornerstone book in the Culture for Business series. The books in this series address the most important current business issues from a specifically cross--cultural perspective. This book explains different markets around the world as well as customer needs in a wide range of cultural contexts.

The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all – ‘meaning’. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.