Cross-Cultural Marketing

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