Marketing Across Cultures

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9780132361750: Marketing Across Cultures
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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).

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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 is Professor at the Faculty of Economics and Business, Universite Louis Pasteur, Strasbourg.

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Other Popular Editions of the Same Title

9780273685296: Marketing Across Cultures (4th Edition)

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9780130106681: Marketing Across Cultures (3rd Edition)

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Jean-Claude Usunier
Published by Prentice Hall (1996)
ISBN 10: 0132361752 ISBN 13: 9780132361750
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