Marketing Across Cultures

Type

Book

Authors

Jean-Claude Usunier

ISBN 10

0132361752

ISBN 13

9780132361750

Tags

Management & Leadership, Advertising, Global, Industrial, Marketing, International Business

Description

This book deals with international marketing and is intended to help readers develop their intercultural skillls. The cultural variable is of prime importance in that it impacts upon communication, business negotiation, consumer needs and attitudes and the design and implementation of marketing strategies. The book compares national marketing systems and local commercial customs in various countries, emphasising what is country-specific and what is universal. Instructor's Manual (0-13-236183-3). - from Amzon

Number of Copies