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Marketing Across Cultures

ISBN: 978-1-84112-471-1
354 pages
September 2004, Capstone
Marketing Across Cultures (1841124710) cover image


The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.
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Table of Contents

Introduction: Marketing across cultures.

1. Marketing in a multicultural and changing world.

2. Cultural differences in a marketing context: value dimensions.

3. Cultural differences in a marketing context: further value dimensions.

4. Marketing research across cultures.

5. Branding across cultures.

6. Franchising across cultures.

7. Marketing across ethnic boundaries.

8. E-Marketing dilemmas across cultures.

9. Dilemmas of strategic marketing.

10. Develop your capacity to reconcile dilemmas.


Appendix: Accumulating and interpreting the evidence.



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Author Information

FONS TROMPENAARS  is a 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 and co-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 Trompenaar Hampden-Turner.

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"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9th November 04)

"...a well-written book with a good balance of commentary, and facts and figures..." (Edge, September 2005)

"No-one understands cultural differences better than Trompenaars. He's one of the best speakers on this topic and it's good news that he has turned his attention to marketing." (The Marketer, 1st September 2005)

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