Marketing Across Cultures (Culture for Business Series)

B

BAA (British Airports Authority) 184

balance-of-payments 28

Bamossy, G. 163, 164

Bang & Olufsen (B&O) 286 “9, 294 “7

beauty products 58, 77, 101, 220

Benetton 90

Berry, 217

Bezos, Jeff 267, 269

BMW 116

Boddewyn, J.J. 21

BOL 247

Bourguignon, Philippe 93, 94

Boyatzis, Richard 9

brands 163

archetypes 176 “9

categorization of products 175

challenges 166 “71

control/independent image 194 “8

creating/ communicating 175 “6

creative translations 172 “4

cultures as product endorsers 163 “4

directing/ structuring 175, 176

exclusivity /broad diffusion 198 “204

global/local image 187 “94

managing/organizing 175, 176

market beliefs 171 “9

cognitive consistency 172

fixed/shared 171 “2

meaning 164 “6

names 172 “3

positioning 165 “71, 170 “1

British Airways (BA) 309 “11

Brooke, P. 227

Bunting, Madelaine 177

Butcher, Peter 310

buy to order (BTO) 321

buyer's remorse syndrome 84