Marketing across cultures / Jean-Claude Usunier.
Series: 4th edition: Publisher: [S.l.] : Prentice Hall, 2005Edition: 4th edDescription: 594 p. ; 25 cmISBN: 0273685295; 9780273685296Subject(s): Business/Economics | Sales & Marketing | Economics, finance, business & management | International business | Textbooks | Business & Economics | International - Marketing | Export marketing | Intercultural communication | International business enterpr | International business enterprises | Social aspects | Business & Economics / International / Marketing | Business & Economics / Marketing / General | Marketing - General | Export marketing - Social aspects | Intercultural communication | International business enterprises - Social aspectsDDC classification: 658.84 Online resources: Amazon.com | Amazon customer reviews Summary: 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 cross-cultural approach compares national marketing systems and local commercial customs in various countries. * 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.| Item type | Current location | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
Book
|
Central Library (CL) | Central Library (CL) | 658.84 USU (Browse shelf) | Available | NBS5926 |
Paperback.
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 cross-cultural approach compares national marketing systems and local commercial customs in various countries. * 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.
There are no comments on this title.