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Marketing Across Cultures

Jean-Claude Usunier, Julie Lee
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      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.  
      Format: CONTRIBUTORS: Jean-Claude Usunier, Julie Lee EAN: 9780273757733 COUNTRY: United Kingdom PAGES: WEIGHT: 942 g HEIGHT: 248 cm
      PUBLISHED BY: Pearson Education Limited DATE PUBLISHED: 2012-12-20 CITY: GENRE: BUSINESS & ECONOMICS / Marketing / Multilevel WIDTH: 191 cm SPINE:

      Book Themes:

      Sales and marketing

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      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.  
      Format: CONTRIBUTORS: Jean-Claude Usunier, Julie Lee EAN: 9780273757733 COUNTRY: United Kingdom PAGES: WEIGHT: 942 g HEIGHT: 248 cm
      PUBLISHED BY: Pearson Education Limited DATE PUBLISHED: 2012-12-20 CITY: GENRE: BUSINESS & ECONOMICS / Marketing / Multilevel WIDTH: 191 cm SPINE:

      Book Themes:

      Sales and marketing

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