cover of Cross-Cultural Marketing: Theory, practice and relevance

Cross-Cultural Marketing

Theory, practice and relevance

By Dawn Burton

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About the Book

Cross-cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross-cultural and cross-national marketing, but in this groundbreaking, new book, Burton argues that these generalizations have little meaning given the extent of multi-culturalism in many societies.

Given the importance of new emerging markets in the Far East, Middle East, Asia and Latin America, this book raises important questions about the applicability of existing marketing theory and practice, which was originally developed using the model of Western society. An extensive range of cross-cultural marketing issues is addressed, including:

Cross-cultural Marketing offers a new, more complex and sophisticated approach to the important challenges for existing marketing theory and practice and their continued relevance for stakeholders. As such, it is an invaluable text for students of international and cross-cultural marketing, as well as for practitioners who wish to assess new developments in the field.

Table of Contents

Introduction 1. Cross-Cultural and Multicultural Marketing: Integrated or Parallel Discourses? 2. Defining the Cross-Cultural Market 3. Theoretical Approaches to Cross-Cultural Marketing 4. Ethics and Social Responsibility in Cross-Cultural Marketing 5. Cross-Cultural Consumer Behaviour 6. Cross-Cultural Marketing Research 7. Intercultural Marketing Communications 8. Space and Place in Cross-Cultural Marketing 9. Cross-Cultural Product Policy 10. Cross-Cultural Pricing Policies 11. Cross-Cultural Aspects of Relationship Marketing

About the Author(s)

Dawn Burton has taught sociology and marketing at leading British universities. She has written widely on cross-cultural consumer culture and has held numerous research grants in this area. She is the founding editor of the journal Marketing Theory. Her work has been published in leading journals in the fields of sociology, marketing, geography and management.