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.
"synopsis" may belong to another edition of this title.
Marketing Across Cultures , 6th edition, by Jean-Claude Usunier and Julie Anne Lee
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.
The sixth edition has been extesively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.
Using clear language and numerous illustrations, the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
About the authors
Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland
Julie Anne Lee, Associate Professor at The University of Western Australia
The students' companion website contains new links to provide the reader with latest information online. A lecturer's guide and PowerPoint slides are also available to accompany this book. www.pearsoned.co.uk/usunierlee
"About this title" may belong to another edition of this title.
Shipping:
US$ 4.00
Within U.S.A.
Book Description Paperback. Condition: new. New. Fast Shipping and good customer service. Seller Inventory # Holz_New_0273757733
Book Description Paperback. Condition: new. New. Seller Inventory # Wizard0273757733
Book Description Paperback. Condition: new. New Copy. Customer Service Guaranteed. Seller Inventory # think0273757733
Book Description paperback. Condition: New. 6th Edition. Ships in a BOX from Central Missouri! UPS shipping for most packages, (Priority Mail for AK/HI/APO/PO Boxes). Seller Inventory # 001359610N
Book Description Paperback. Condition: new. Prompt service guaranteed. Seller Inventory # Clean0273757733
Book Description Condition: new. Seller Inventory # FrontCover0273757733
Book Description Soft Cover. Condition: new. Seller Inventory # 9780273757733
Book Description Paperback / softback. Condition: New. New copy - Usually dispatched within 4 working days. Seller Inventory # B9780273757733
Book Description Paperback. Condition: New. Seller Inventory # 6666-GRD-9780273757733
Book Description Condition: New. Seller Inventory # 16800644-n