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Marketing across cultures.

By: Contributor(s): Material type: TextTextPublication details: Harlow : Financial Times Prentice Hall, 2005.Edition: 4th ed. / Jean-Claude Usunier, Julie Anne LeeDescription: xx, 573 p. ; 25 cmISBN:
  • 9780273685296 (pbk.) :
  • 9780273685296
Subject(s): DDC classification:
  • 658.848 USU
LOC classification:
  • HF1416 .U85 2005
Contents:
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.
Summary: '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.
Holdings
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.

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