Marketing Across Cultures
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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.
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Marketing Across Cultures, Jean-Claude Usunier, Julie Anne Lee
- Language
- Released
- 2009
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- Title
- Marketing Across Cultures
- Language
- English
- Authors
- Jean-Claude Usunier, Julie Anne Lee
- Publisher
- Pearson Education
- Released
- 2009
- ISBN10
- 0273713914
- ISBN13
- 9780273713913
- Category
- Business and Economics
- Description
- 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.