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Marketing Across Cultures Book
This book deals with international marketing and is intended to help readers develop their intercultural skillls. The cultural variable is of prime importance in that it impacts upon communication, business negotiation, consumer needs and attitudes and the design and implementation of marketing strategies. The book compares national marketing systems and local commercial customs in various countries, emphasising what is country-specific and what is universal. Instructor's Manual (0-13-236183-3).Read More
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