A Review of “Marketing Across Cultures” (original) (raw)

Although not explicitly stated in the title, Marketing across Cultures is a textbook dedicated to enriching our knowledge of global marketing strategies. In 14 chapters split into four parts, Jean-Claude Usunier and Julie Anne Lee take the reader through some of the key factors affecting the global marketplace and all its stakeholders. From the cultural variable in international marketing (part 1) the key role of the cultural process and its influences in time and space, as well as in its impact on interactions, mindsets, and behavior of marketers and their consumers form the basis of the first 3 chapters. The next eight chapters—five in part 3 and another three in part 4—take the reader through product policies (including physical, services, and symbolic attributes), the critical role of price in relational exchange, international distribution, and intercultural marketing communications (including advertising, sales promotions, personal selling, and public relations). An interesting attribute of this text is the consistent use of appendices at the end of every chapter, where teaching materials are presented alongside scenarios labeled “critical incident,” case studies, exercises, and end-of chapter review questions.