7 Secrets of Marketing in a Multi-Cultural World

By Paul B. Janeczko

Book Overview

This book gives us a new set of glasses to look at the way we -- and the rest of the world -- buy and sell, live and function. Just as using the microscope to see microbes changed the way we practice medicine, and breaking the code of the hieroglyphics suddenly gave us access to an incredible amount of information hidden for centuries, archetypology -- the new science of decoding cultures -- is changing the way we look at ourselves, at others, and at organizations. This description may be from another edition of this product.

• Format: Hardcover
• ISBN: 0974016845
• ISBN13: 9780974016849
• Release Date: February 2004
• Publisher: Tuxedo Production
• Length: 318 Pages
• Weight: 0.60 lbs.

Customer Reviews

Decoding CNA (Cultural DNA)

I have lived in several different countries throughout the world in sales, marketing and ommunications positions. G. Clotaire Rapaille has been able to bring this down to words. Wal-Mart made one of the biggest mistakes when going abroad and expanding to Europe. In Germany Wal-Mart was met with strong resistance from labor unions to consumer organizations. They lost in a very big way. Just being American and the American "Can...

Great Pointers and Ideas

I enjoyed this fresh take on marketing. Definitely worth the money and time to read.

Perhaps Not Exactly "Secrets"

As I read this excellent book, I was reminded of what Whitman once asserted: "Do I contradict myself? Very well then, I contradict myself. I am large. I contain multitudes." If each human being is "large" and "contains multitudes", how difficult (if not impossible) it would be to grasp the nature and extent of the diversity within cultures such as families, communities, cities, and countries. In the Foreword, Rapaille addresses...