Marketing across cultures.
Material type: TextPublication details: Harlow : Financial Times Prentice Hall, 2005.Edition: 4th ed. / Jean-Claude Usunier, Julie Anne LeeDescription: xx, 573 p. ; 25 cmISBN:- 9780273685296 (pbk.) :
- 9780273685296
- 658.848 USU
- HF1416 .U85 2005
Item type | Current library | Call number | Copy number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|---|
Long Loan | TUS: Midlands, Main Library Athlone General Lending | 658.848 USU (Browse shelf(Opens below)) | 1 | Available | 204116 |
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.