Intercultural Marketing: Theory and Practice

Marketers must understand culturally ingrained consumer behavior to design and implement effective intercultural marketing strategies. This textbook combines academic research and contemporary case studies from marketing practice, focusing on the psychological and social dimensions of these behaviors. It is a practical guide to understanding the intricacies of cultural influence on consumption, with representative, well-known corporate cases and dynamic examples from the sharing economy, blockchain, and emerging economy companies.

Format: Paperback / softback
Length: 230 pages
Publication date: 18 November 2020
Publisher: Taylor & Francis Ltd

Marketers must understand culturally ingrained consumer behavior throughout the world, as companies actively market products and services beyond their borders. This textbook brings together academic research and contemporary case studies from marketing practice, focusing on psychological and social dimensions of these behaviors. Built on a strong, cross-disciplinary theoretical foundation and extensive practice experience, this concisely written text is a practical guide to understanding the intricacies of cultural influence on consumption and for the design and implementation of effective intercultural marketing strategies. The book uses representative, well-known corporate cases while also including dynamic examples from the sharing economy, blockchain, and emerging economy companies. Incorporating strategy, sociology, linguistics, cross-cultural communications, psychology, philosophy, religious studies, and economics, the book is particularly distinguished from the mainstream by introducing non-Western frameworks. Upper-level undergraduate and postgraduate students of marketing and international business will benefit from the book's new concepts and novel methods, as well as clear objectives, examples, and discussion topics in each chapter. Instructors will appreciate the inclusion of a semester-long project for students, allowing them to wear the practitioners hat and including practice in a netnographic research method.

Weight: 362g
Dimension: 153 x 228 x 18 (mm)
ISBN-13: 9780367902544