Marketing Across Cultures

by Usunier (Author), Jean-ClaudUsunier (Author)

• Used

  Textbook Binding
  1996

  $7.46

  Marketing Across Cultures is a unique and successful text, popular because of its topical and engaging cultural perspective, an angle which other texts do not cover in such detail. Offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.

• Used

  Paperback
  2009

  $3.24

  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.