"Le marketing international", Eliane Karsaklian (2006)

Résumé du document

The book "Le Marketing International” was written by Eliane Karsaklian and published in December 2006. The goal of the author, while writing this book, was to highlight the main purpose of international marketing in creating efficient international marketing strategies. E. Karsaklian is a professor of marketing and international marketing in Négocia, executive director of NEGOSUP (master program). She is also a lecturer at the Sorbonne and Dauphine and worked in many foreign universities in India, USA, England and Brazil. She is also involved in training next to large international groups.

This book emphasizes some of the author's ideas by showing the constraints, incredible wealth of working knowledge and research in international marketing strategies. She determines the real and tangible aspects of marketing practice in different cultural contexts. By using several illustrations, and examples, she shows how cultural characteristics impact marketing efforts and outlines the essential practices to be observed in international relations. At the end of the book the author gives tables for analysis, for a better understanding of the environment and a methodology guide of developing marketing strategies.

This review shows a mix of synthesis and analysis in a structured development following the progression of the book. The author developed her investigation by going from the general overview to a specific view in four parts that include, the acceptance of international marketing, the analysis of this theory, the elaboration of the strategy and finally the concept of learning to adapt and accept.

Extraits

[...] A culturally sensitive and tolerant mindset helps to observe a new culture in an objective manner in order to measure and understand it. The definition of culture is complex that includes knowledge, belief, art, law, religion, morality and all other capabilities and habits acquired by an individual as a member of a society.” In order to explain a culture, some elements have to be taken into consideration such as the material culture, social organizations, religious and traditional beliefs, folklore, art and language. Culture brings together all elements of life. [...]

[...] "Le marketing international", Eliane Karsaklian (2006) Introduction The book Marketing International” was written by Eliane Karsaklian and published in December 2006. The goal of the author, while writing this book, was to highlight the main purpose of international marketing in creating efficient international marketing strategies. E. Karsaklian is a professor of marketing and international marketing in Négocia, executive director of NEGOSUP (master program). She is also a lecturer at the Sorbonne and Dauphine and worked in many foreign universities in India, USA, England and Brazil. [...]

[...] At the conclusion of this chapter, the author discusses on the ways of negotiating in an international market deal. The concept is not universal. For some it is a reason to reach an agreement acceptable to both institutions, while for others it is a moment of exchange and development of a relationship between people. E.Karsaklian gives several examples to illustrate her point. Conclusion For E.Karsaklian, there is an outline to keep in mind to obtain a good international establishment: Observing Understanding Acting For the author, international marketing is fascinating and complex. [...]

[...] Karsaklian adds a cultural analysis table. It is used for a full analysis while in preparatory stages of studying a culture. After this analysis and examination, the marketing strategy can be developed. This analysis helps make the culture dynamics easier to understand and more objective. The table contains the main aspects defining a culture: the geography, social institutions, religion and aesthetics, living conditions and language. She concludes by stating that culture is sometimes making comes from extremely specific details. Identifying the elements is not enough. [...]

[...] Everyone is not able to work in an international context. Interculturalism is closely linked to the lives of individual. Intercultural adaptation takes time, if the individual is not familiar with the idea. Preparation to work internationally must be made through proper techniques to reassure and encourage people to live in another country realistically. The author explains that there are four types of behavior on a tolerance scale: appreciation, acceptance, tolerance, avoidance or repulsion. Everyone is not able to deal with cultural difference on the same manner. [...]