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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<p>In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. </p> <p> </p> <p><i>Marketing Across Cultures</i> 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. </p> <p> </p> <p>Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues. </p>
Topplisten: Pearson Education Limited Økonomi og ledelse
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| Språk | Engelsk |
| Sjanger | Businesslitteratur, Økonomi og jus |
Generelt
| Sett | Nei |
| Typ | Papirbøker |
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