The marketing process is beset by dilemmas. Marketing Across Cultures shows how we can understand different markets and customer needs in a wide range of cultural contexts and how to approach and resolve the challenges they present. Fons Trompenaars, Peter Woolliams Capstone Wiley Publishing Limited; ISBN: 1841124710  Direct link to Amazon.com   Direct link to Amazon.co.uk   Read Extended summary (pdf)

The Culture for Business Series uses a new logic to look at issues facing business managers and leaders in today’s global, multicultural context. Each book will focus on one key aspect of business management and culture’s essential role in that area.

The series breaks away from the traditional management texts that are overly influenced by Anglo-Saxon research and thinking. While the majority of existing texts tends to focus on knowledge OF cultures, the books in this series are concerned with knowledge FOR cultures by providing a new conceptual framework for dealing with the business implications of culture. As such, the aim of the series is to provide a practical toolkit for managers and leaders by helping them develop a new mindset for working with and across cultures.

About the Authors

FONS TROMPENAARS is Director of Trompenaars Hampden-Turner, an innovative center of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author or co-author of several best-selling books in the field, including Riding the Waves of Culture, Did the Pedestrian Die? and 21 Leaders for the 21st Century.

PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaars Hampden-Turner.