Marketing Across Cultures (6th Edition) [Paperback] by Usunier, Jean-Claude

Product details

Brand New 
Paperback: 478 pages
Publisher: Pearson; 6 edition (December 23, 2012)
Language: English
ISBN-10: 0273757733
ISBN-13: 9780273757733
Product Dimensions: 9.5 x 7.4 x 1 inches

 

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.