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Jean-Claude Usunier, Julie Lee

Marketing Across Cultures

Auflage 6

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.

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  • eBook (PDF)
    55,63 €

Produktdetails

Verlagsnummer: 9780273757764
ISBN: 978-0-273-75776-4
Produkttyp: eBook (PDF)
Verlag: Pearson
Erscheinungsdatum: 14.02.2013
Dateigröße in MB: 6.76
Auflage: 6
Sprache: Englisch

Artikelbeschreibung

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 full text downloaded to your computer

With eBooks you can:

  • search for key concepts, words and phrases
  • make highlights and notes as you study
  • share your notes with friends

eBooks are downloaded to your computer and accessible either offline through the Bookshelf (available as a free download), available online and also via the iPad and Android apps.

Upon purchase, you'll gain instant access to this eBook.

Time limit

The eBooks products do not have an expiry date. You will continue to access your digital ebook products whilst you have your Bookshelf installed.

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