By Dawn Burton

Cross-cultural advertising is a crucial part of the modern company setting. Many traditional bills of the subject have conflated cross-cultural and cross-national advertising, yet during this groundbreaking, new publication, Burton argues that those generalizations have little which means given the level of multi-culturalism in lots of societies.


Given the significance of recent rising markets within the some distance East, center East, Asia and Latin the US, this ebook increases vital questions about the applicability of latest advertising thought and perform, which used to be initially constructed utilizing the version of Western society. an intensive diversity of cross-cultural advertising matters is addressed, including:


  • Cross-cultural purchaser behaviour
  • Cross-cultural administration practice
  • Promotional strategies
  • Product development
  • Distribution
  • Marketing study methods


Cross-cultural Marketing deals a brand new, extra advanced and complicated method of the real demanding situations for present advertising concept and perform and their persevered relevance for stakeholders. As such, it really is a useful textual content for college kids of overseas and cross-cultural advertising and marketing, in addition to for practitioners who desire to examine new advancements within the field.

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Extra info for Cross-Cultural Marketing: Theory, practice and relevance

Sample text

This approach recognizes that individuals may be conscious of reinforcing their ethnic identity in some consumption contexts more than others. For example, at family gatherings such as Christmas and birthdays one might conform to cultural forms of dress, and food choice in order to meet cultural expectations in the wider extended family, but do not do so in business and work setting. In this sense consumption becomes performance, in which objects are the props, set and theatrical stage upon which we play out our lives.

Staff on non-Western assignments rarely interact with locals outside of work. Furthermore, he maintains that transnational workers who travel from city to city as part of their work tend to island hop from one expatriate enclave to another (Ley 2004: 157). Cosmopolitanism has been discussed predominantly in the context of Westerners gazing upon the exotic others and predominantly in developing countries. Placewars among cities to attract investors have intensified in areas such as South-east Asia.

Those located further down the social hierarchy aspired to the consumption patterns of the better off, giving patterns of consumption a trickle down effect. Bourdieu (1984) builds on work of Veblen in his Distinction: A Social Critique of Taste. Bourdieu’s emphasis is on understanding social relationships of domination and submission being based not on people’s possessions but their tastes that constitute symbolic or cultural capital. For Bourdieu (1984), practices of consumption are the sources of group-based social distinction generated through shared socio-economic constraints.

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