Marketing across cultures.
Usunier, Jean-Claude.
Marketing across cultures. - 4th ed. / Jean-Claude Usunier, Julie Anne Lee. - Harlow : Financial Times Prentice Hall, 2005. - xx, 573 p. ; 25 cm.
Previous ed.: 2000.
Includes bibliographical references and index.
Part 1.The cultural variable in international marketing -- Part 2.The integration of local consumption in a global marketing environment -- Part 3.Marketing decisions for the intercultural environment -- Part 4.Intercultural marketing communications.
'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
9780273685296 (pbk.) : £31.99 9780273685296
International business enterprises--Social aspects
Export marketing--Social aspects
Export marketing.
Intercultural communication.
International business enterprises.
Business and Management.
Sales & marketing
HF1416 / .U85 2005
658.848 USU
Marketing across cultures. - 4th ed. / Jean-Claude Usunier, Julie Anne Lee. - Harlow : Financial Times Prentice Hall, 2005. - xx, 573 p. ; 25 cm.
Previous ed.: 2000.
Includes bibliographical references and index.
Part 1.The cultural variable in international marketing -- Part 2.The integration of local consumption in a global marketing environment -- Part 3.Marketing decisions for the intercultural environment -- Part 4.Intercultural marketing communications.
'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
9780273685296 (pbk.) : £31.99 9780273685296
International business enterprises--Social aspects
Export marketing--Social aspects
Export marketing.
Intercultural communication.
International business enterprises.
Business and Management.
Sales & marketing
HF1416 / .U85 2005
658.848 USU