Marketing Across Cultures (Culture for Business Series)

U

Unclex, M. 175

Unilever 173 “4, 177

United Kingdom (UK) 70, 86, 87 “8, 90, 102, 119, 248, 285

United States 71 “2, 73 “4, 76, 85 “6, 102 “3, 110, 112 “13, 121 “2, 242 “3, 244, 252, 285

universal-particular 50

beauty products adapted to local circumstances 58

chic tailoring 53 “4

country orientation 52 “3

definitions 51

exceptional performance claims 54

failure of particularistic logo policy 58

marketing for particular needs 57 “8

mass manufacturing/market 59 “62

meeting/surpassing standards 54

particularistic logo policy 58

product-buying 52

reconciliation 59 “62

stressing core values 55

universal products 56 “7

village life/inefficient retailing 55 “6

Usunier, Jean-Claude 6, 7, 21