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      Marketing Across Cultures

      2 in stock

      Firm sale: non returnable item
      SKU 9780273757733 Categories ,

      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 ada...

      £67.99

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      Description

      Product ID:9780273757733
      Product Form:Paperback / softback
      Country of Manufacture:GB
      Title:Marketing Across Cultures
      Authors:Author: Jean-Claude Usunier, Julie Lee
      Page Count:496
      Subjects:Sales and marketing, Sales & marketing
      Description:

      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.  


      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.  


      Imprint Name:Pearson Education Limited
      Publisher Name:Pearson Education Limited
      Country of Publication:GB
      Publishing Date:2012-12-20

      Additional information

      Weight824 g
      Dimensions242 × 185 × 25 mm