International marketing : a cultural approach /
Usunier, Jean-Claude.
International marketing : a cultural approach / Jean-Claude Usunier. - New York ; London : Prentice Hall, 1993. - xii,494p.
Includes bibliographical references and index.
Discusses international marketing strategies and implementation techniques, and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. The emphasis is on sales and negotiation.
9780131945807 (pbk) : £19.95 0131945807 (pbk) : $40.00
92033999
Export marketing--Social aspects
International business enterprises--Social aspects
Intercultural communication.
International business
Sales & marketing management
International marketing
658.848 USU
International marketing : a cultural approach / Jean-Claude Usunier. - New York ; London : Prentice Hall, 1993. - xii,494p.
Includes bibliographical references and index.
Discusses international marketing strategies and implementation techniques, and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. The emphasis is on sales and negotiation.
9780131945807 (pbk) : £19.95 0131945807 (pbk) : $40.00
92033999
Export marketing--Social aspects
International business enterprises--Social aspects
Intercultural communication.
International business
Sales & marketing management
International marketing
658.848 USU