Marketing Across Cultures |
|
| Author:
| Usunier, Jean-Claude
Lee, Julie Anne |
| ISBN: | 978-0-273-71391-3 |
| Publication Date: | Jan 2009 |
| Publisher: | Pearson Education, Limited
|
| Imprint: | Financial Times/Prentice Hall |
| Book Format: | Paperback |
| List Price: | Contact Supplier contact
|
Book Description:
|
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.
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.