Marketing Across Cultures
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Marketing Across Cultures by Jean-Claude Usunier
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.
Julie Lee, a marketer-turned-writer, lives in an Atlanta suburb with her three children and her husband. A first-generation American, her mother escaped North Korea during the Korean War and later immigrated to the United States. Julie studied history at Cornell before working in advertising in Manhattan, eventually relocating to the South.
| SKU | Unavailable |
| ISBN 13 | 9780273757733 |
| ISBN 10 | 0273757733 |
| Title | Marketing Across Cultures |
| Author | Jean-Claude Usunier |
| Condition | Unavailable |
| Binding Type | Paperback |
| Publisher | Pearson Education Limited |
| Year published | 2012-12-20 |
| Number of pages | 496 |
| Cover note | Book picture is for illustrative purposes only, actual binding, cover or edition may vary. |
| Note | Unavailable |