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 |
