6 1.4 Research Method 1.5 Outline of the dissertation 11 1.6 Definitions of Terms 12 1.7 Delimitations of scope and key assumptions 16 1.8 Conclusion 1 8 17 2 Literature Review
An Introduction to Intercultural Communication Intercultural communication is of importance to international businesses as it examines how people from different cultures, beliefs and religions come together to work and communicate with each other. Demands for intercultural communication skills are increasing as more and more businesses go global or international. They realize that there are barriers and limitations when entering a foreign territory. Without the help of intercultural communication
8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 Unit Title Marketing management – an introduction Marketing environment Marketing with other functional areas of management Market segmentation Market targeting and positioning Product management Brand management Pricing Channel design and management Retailing and Wholesaling Integrated Marketing Communication Advertising management Sales promotion Personal selling Public relations Understanding individual consumer behaviour Understanding
C-105 CASE 8 Beefing up the beefless Mac: McDonald’s expansion strategies in India: C-120 CASE 9 Nucor Corporation and the US steel industry C-128 CASE 10 Pacific Dunlop: Caught on the half volley C-157 CASE 11 Philip Morris C-173 CASE 12 Pisces Group of Singapore C-188