Marketing Across Cultures (3rd Edition)

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9780130106681: Marketing Across Cultures (3rd Edition)

Marketing Across Cultures is a unique and successful text, popular because of its topical and engaging cultural perspective, an angle which other texts do not cover in such detail. Offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.

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The cultural variable of international marketing is of prime importance in that it impacts communication, business negotiation, consumer needs and attitudes, and the design and implementation of marketing strategies. This book compares national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. Covers selling, negotiation, and marketing communications, with new chapters on cross-cultu ral consumer behavior and the cultural aspects of regional integration. For export marketing managers, as well as anyone involved in marketing activities with culturally different markets.

About the Author:

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

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Jean-claude Usunier
Published by Financial Times/ Prentice Hall; 3 edition, Book
ISBN 10: 0130106682 ISBN 13: 9780130106681
New Paperback Quantity Available: 1
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