Marketing Across Cultures
Jean-Claude Usunier
€ 96.35
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Description for Marketing Across Cultures
Paperback. Num Pages: 496 pages, Illustrations. BIC Classification: KJS. Category: (P) Professional & Vocational. Dimension: 244 x 191 x 25. Weight in Grams: 968.
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.
Product Details
Publisher
Pearson Education Limited United Kingdom
Number of pages
496
Format
Paperback
Publication date
2013
Condition
New
Number of Pages
496
Place of Publication
Harlow, United Kingdom
ISBN
9780273757733
SKU
V9780273757733
Shipping Time
Usually ships in 4 to 8 working days
Ref
99-2
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