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.
Book Information
ISBN 9780273757733
Author Jean-Claude Usunier
Format Paperback
Page Count 496
Imprint Pearson Education Limited
Publisher Pearson Education Limited
Weight(grams) 942g
Dimensions(mm) 248mm * 191mm * 25mm
