International marketing : a cultural approach / Jean-Claude Usunier.
Material type: TextPublication details: New York ; London : Prentice Hall, 1993.Description: xii,494pISBN:- 9780131945807 (pbk) :
- 0131945807 (pbk) :
- 658.848 USU
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 | 106402 |
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.