Marketing Across Cultures

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  • Marketing Across Cultures Book Detail

  • Author : Jean-Claude Usunier
  • Release Date : 2009
  • Publisher : Causey Enterprises, LLC
  • Genre : Business & Economics
  • Pages : 500
  • ISBN 13 : 9780273713913
  • File Size : 38,38 MB

Marketing Across Cultures by Jean-Claude Usunier PDF Summary

Book Description: 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 * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. A * 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.

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