Marketing Across Cultures by Julie 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. ? Full of up-to-date examples, numerous illustrations and?using?clear language, this text will guide students through key cultural marketing issues.??
Binding: Paperback / softback