Marketing Across Cultures Book + PRICE WATCH * Amazon pricing is not included in price watch

Marketing Across Cultures Book

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.Read More

from£N/A | RRP: £46.99
* Excludes Voucher Code Discount Also available Used from £N/A
  • 0273685295
  • 9780273685296
  • Prof Jean-Claude Usunier, Julie Lee
  • 3 March 2005
  • Financial Times/ Prentice Hall
  • Paperback (Book)
  • 594
  • 4
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