Marketing Across Cultures
Usunier, Jean-Claude, Lee, Julie Anne
ISBN: | 9780273757733 |
Publisher: | Pearson |
Published: | 13 December, 2012 |
Format: | Paperback |
Language: | English |
Links | Australian Libraries (Trove) |
Marketing Across Cultures
Usunier, Jean-Claude, Lee, Julie Anne
Marketing Across Cultures examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts.
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