Marketing Across Cultures Av Jean-Claude Usunier, Julie Lee

In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national mark......

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In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.

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Spesifikasjon

Spesifikasjoner

Språk	Engelsk
Sjanger	Businesslitteratur, Økonomi og jus

Generelt

Sett	Nei
Typ	Papirbøker

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