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Description
Marketing Across Cultures Author: Jean-Claude Usunier
Product Details: ISBN: 9780273757733 Format: Paperback Pages: 496 Dims (mm): 191 x 246 Pub Date: 13-12-12 Pub Country: United Kingdom Condition: NEW
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.
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Marketing Across Cultures
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