Book: Marketing Across Cultures in English
Title: Marketing Across Cultures
Author: Usunier, Jean-Claude⁄ Lee, JuliePublisher: Pearson Education Ltd., 2009
Availability: 2-3 weeks
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.