Name: Marketing Across Cultures
Price: 76.05 GBP
Availability: InStock
Author: Jean-Claude Usunier
ISBN: 9780273757733

Type

Physical Book

Publisher

Pearson

Author

Jean-Claude Usunier

Year

2013

Language

English

Pages

496

Format

Paperback

ISBN

0273757733

ISBN13

9780273757733

Edition No.

Synopsis "Marketing Across Cultures"

In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.

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Marketing Across Cultures - Jean-Claude Usunier

Synopsis "Marketing Across Cultures"

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