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Marketing Across Cultures (4th Edition)
Marketing Across Cultures (4th Edition) Jean-Claude Usunier, Julie Lee 0273685295 9780273685296 Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and
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Marketing Across Cultures (4th Edition) by Jean-Claude Usunier, Julie Lee

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.

Author: Jean-Claude Usunier, Julie Lee

Language: English

Edition: 4

Binding: Paperback

Pages: 594

Publisher: Prentice Hall

Publication Date: 2005-04-15

Our Price: $7.36

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ISBN: 0273685295


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Jean-Claude Usunier, Julie Lee (Edition: 4) Paperback


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