Marketing Across Cultures (BOK)

Jean-Claude Usunier

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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.  

Produktfakta

Språk Engelsk Engelsk Innbinding Heftet
Utgitt 2012 Forfatter Jean-Claude Usunier
Forlag
Pearson Higher Education
ISBN 9780273757733
Antall sider 496 Dimensjoner 19cm x 24,7cm x 3,2cm
Vekt 975 gram Leverandør Bertram Trading Ltd