Marketing Across Cultures (4th Edition)

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$20.26 - $129.73
UPC:
9780273685296
Maximum Purchase:
3 units
Binding:
Paperback
Publication Date:
2005-04-15
Author:
Jean-Claude Usunier;Julie Lee
Language:
english
Edition:
4

Product Overview

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.

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