Jean-Claude Usunier Books

Readers today are still fascinated by Nat, an eighteenth-century nautical wonder and mathematical wizard. Nathaniel Bowditch grew up in a sailors worldSalem in the early days, when tall-masted ships from foreign ports crowded the wharves. But Nat didnt promise to have the makings of a sailor; he was too physically small. Nat may have been slight of build, but no one guessed that he had the persistence and determination to master sea navigation in the days when men sailed only by log, lead, and lookout. Nats long hours of study and observation, collected in his famous work, The American Practical Navigator (also known as the Sailors Bible), stunned the sailing community and made him a New England hero. schovat popis

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: A * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. A * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.

This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.