Interkulturelles Marketing
Details:
- Authors: Prof. Dr. Stefan Müller and Prof. Dr. Katja Gelbrich
- 2nd edition, October 2015, with 781 pages: hardcover. Vahlen
- ISBN 978-3-8006-3735-5
Ordering option:
Content:
Members of different cultures differ in how they use products, how much they are willing to pay for them, how they inform themselves, where they like to shop - even why they buy a product. The authors present these differences systematically and explain how companies need to adapt their marketing mix in order to sell successfully.
Regarding the new edition
The subject of the 2nd edition are chapters C and D of the 1st edition of "Interkulturelles Marketing". Müller/Gelbrich deal with the former chapters A and B in "Interkulturelle Kommunikation".
Compared to the first edition, the basic part has been tightened on the one hand, but on the other hand two cultural concepts have been added which play an important role in intercultural management research: the Schwartz Value Survey and the GLOBE Study. The focus of the second edition, however, is on the four marketing instruments.
Structure
- A. Fundamentals
- B. Theories & Measurement Concepts
- C. Strategic Marketing
- D. Product Policy
- E. Services Policy
- F. Distribution Policy
- G. Communication Policy
- H. Pricing Policy