The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

About the Author
FONS TROMPENAARS is a Director of Trompenaars Hampden-Turner (THT), an innovative centre of excellence in intercultural management. He is the world's foremost authority on cross-cultural management and is author and co-author of several books, including Did the Pedestrian Die?, 21 Leaders for the 21st Century and the worldwide bestseller, Riding the Waves of Culture.

PETER WOOLLIAMS is Professor of International Business at Anglia Business School. He is also an owner/partner in Trompenaar Hampden-Turner.

Reviews
"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9^th November 04)

"...a well-written book with a good balance of commentary, and facts and figures..." (Edge, September 2005)

"No-one understands cultural differences better than Trompenaars. He's one of the best speakers on this topic and it's good news that he has turned his attention to marketing." (The Marketer, 1st September 2005)

Book Information
ISBN 9781841124711
Author Fons Trompenaars
Format Paperback
Page Count 368
Imprint Capstone Publishing Ltd
Publisher John Wiley and Sons Ltd
Weight(grams) 567g
Dimensions(mm) 223mm * 158mm * 29mm