Marketing Across Cultures (6th Edition)

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$21.29 - $113.14
UPC:
9780273757733
Maximum Purchase:
3 units
Binding:
Paperback
Publication Date:
2013-01-18
Author:
Jean-Claude Usunier;Julie Anne Lee
Language:
english
Edition:
6

Product Overview

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 andusingclear language, this text will guide students through key cultural marketing issues.

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