Marketing Across Cultures

Released on by Jean-Claude Usunier
preview-18

  • Marketing Across Cultures Book Detail

  • Author : Jean-Claude Usunier
  • Release Date : 2005
  • Publisher : Pearson Education
  • Genre : Business & Economics
  • Pages : 608
  • ISBN 13 : 9780273685296
  • File Size : 7,7 MB
DOWNLOAD BOOK

Marketing Across Cultures by Jean-Claude Usunier PDF Summary

Book Description: Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves." Guliz Ger, Professor of Marketing, Faculty of Business Administration, Bilkent University, Turkey International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high--only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest. "Marketing Across Cultures, 4e" uses a successful two-stage cultural approach to explore International Marketing. - A cross-cultural approach which compares marketing systems and local commercial customs in various countries - An inter-cultural approach which studies the interaction between business peoples of different national cultures "I used "Marketing Across Cultures" in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmuller., Chair of Marketing Universityof Dortmund, Germany Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, "Marketing Across Cultures, 4e" is essential reading. New to This Edition! Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes: - The internet revolution and its impact on international marketing - Additional web references that allow in-depth and updated access to cultural and business information - New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben's? (Chapter 14) and more! To access the robust web materials go to: www.booksites.net/usunier. Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne - Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France). Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

Disclaimer: www.yourbookbest.com does not own Marketing Across Cultures books pdf, neither created or scanned. We just provide the link that is already available on the internet, public domain and in Google Drive. If any way it violates the law or has any issues, then kindly mail us via contact us page to request the removal of the link.

Marketing Across Cultures

Marketing Across Cultures

File Size : 36,36 MB
Total View : 1421 Views
DOWNLOAD

Back Cover Copy-Usunier "This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exc

Intercultural Business Negotiations

Intercultural Business Negotiations

File Size : 7,7 MB
Total View : 6826 Views
DOWNLOAD

Negotiations occupy a prominent place in the world of business, especially when it comes to international deals. In an increasingly global business environment,

Religions as Brands

Religions as Brands

File Size : 69,69 MB
Total View : 7480 Views
DOWNLOAD

During the twentieth century, religion has gone on the market place. Churches and religious groups are forced to 'sell god' in order to be attractive to 'religi

International Business Negotiations

International Business Negotiations

File Size : 56,56 MB
Total View : 3191 Views
DOWNLOAD

Provides an understanding about the impact of culture and communication on international business negotiations. This work explores the problems faced by Western