Cross-Cultural Marketing

Abstract

PART 1: CROSS-CULTURAL MARKETING ENVIRONMENT 1. Cultural value, Nathalie Prime, Paris School of Management, ESCP-EAP 2. Multicultural marketing, Dawn Burton, University of Leeds CASE 1: Culture, Italian language and business: links overlooked and underestimated, Laura Ancilli and Val Clulow, Swinburne University of Technology CASE 2: Etics and emics: bridging a gap in international business culture, Anton Kriz, U of X, and Jacqueline A Flint, Central Coast School of eBusiness and Management, University of Newcastle in Australia PART 2: DEVELOPING A CROSS-CULTURAL MARKETING STRATEGY 3. Cross-cultural marketing research, Li-Wei Mai, University of Westminster 4. Segmentation in cross-cultural marketing, Andrew Lindridge, Manchester School of Management-UMIST 5. Branding in cross-cultural marketing, Frances Ekwulugo, University of Westminster 6. Cross-cultural product strategy, Greg Elliott, Macquarie University, and Chandrama Acharya, National University of Singapore 7. Cross-cultural pricing issues, Michael Callow, Morgan State University, and Dawn Lerman, Fordham University 8. Cross-cultural marketing channels, Robert Rugimbana and Byron Keating, University of Newcastle in Australia 9. Cross-cultural communications and promotions, William Darley, University of Toledo, and Denise Luethge, University of Michigan-Flint CASE 3: Exploring the impact of consumer ethnocentrism, country of origin and branding on consumer choice, Greg Elliott, Macquarie University, and Chandrama Acharya, National University of Singapore CASE 4: The Euro: A cultural shock to shopping, Michael Callow, Morgan State University, and Dawn Lerman, Fordham University PART 3: IMPLEMENTING A CROSS-CULTURAL MARKETING STRATEGY 10. Marketing services across cultures, Guillherme Pires and John Stanton, University of Newcastle in Australia 11. Relationship marketing in cross-cultural contexts, Paul Houman Andersen, University of Aarhus 12. Corporate social responsibility, Ven Sriram, University of Baltimore, and Franklyn Manu, Morgan State University 13. Internal marketing, Paul Matthyssens, University of Antwerp, and Huib Wursten, Business Culture & International Training CASE 5: The pharmaceutical industry and AIDS, Ven Sriram, University of Baltimore, and Franklyn Manu, Morgan State University CASE 6: Cadbury Schweppes, Frances Ekwulugo, University of Westminster PART 4: CONTEMPORARY ISSUES IN CROSS-CULTURAL MARKETING 14. Cross-cultural perspectives on e-business, Byron Keating and Robert Rugimbana, University of Newcastle in Australia 15. Multicultural marketing, Ian Wilkinson, and Constant Cheng, University of Western Sydney 16. Cross-cultural marketing for SMEs, Isobel Doole and Robin Lowe, Sheffield Hallam University 17. The future of global consumer cultures, Michael Dailey, New Moon Research, and Susan Carley, Kennesaw State University 18. The future of challenges of cross-cultural and multicultural marketing, C P Rao, University of Kuwait CASE 7: Cultural values in retailing, Ogenyi Omar, University of the South Bank, and Charles Blankson, Grand Valley State University CASE 8: Super 12s rugby union, comparing the information content and infotainment usage in Australian, New Zealand and South African Super 12s websites, Jamie Carlson, University of Newcastle in Australia, Phillip J Rosenberger III, University of Newcastle in Australia, and John Paynter, The University of Auckland Index

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