| The authors of this text show how we can understand different markets and customer needs in a wide range of cultural contexts. They also show that culture is the dominant factor that pervades all relationships and behaviors.
The marketing process is beset by dilemmas. Traditional theories about marketing break down when organizations 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. 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.
About the Authors
Fons Trompenaars is Director of Trompenaars Hampden-Turner (THT),an innovative centre of excellence in intercultural management, He is the world's foremost authority on cross-cultural management and is author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st century and the worldwide bestseller, Riding the Waves of Culture.
Peter Woolliams is Professor Of International Business at Anglia Business School. He is also an owner/partner in Trompenaars Hampden-Turner. |
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