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portada Marketing Across Cultures (in English)
Type
Physical Book
Publisher
Author
Year
2013
Language
English
Pages
496
Format
Paperback
ISBN
0273757733
ISBN13
9780273757733
Edition No.
6
Categories

Marketing Across Cultures (in English)

Jean-Claude Usunier (Author) · Pearson · Paperback

Marketing Across Cultures (in English) - Jean-Claude Usunier

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Origin: United Kingdom (Import costs included in the price)
It will be shipped from our warehouse between Monday, May 13 and Tuesday, May 21.
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Synopsis "Marketing Across Cultures (in English)"

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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