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Marketing Across Cultures (5th Edition)

Marketing Across Cultures (5th Edition)
Author: Jean-Claude Usunier - Julie Lee
ISBN 13: 9780273713913
ISBN 10: 273713914
Edition: 5
Publisher: Prentice Hall
Publication Date: 2009-01-25
Format: Paperback
Pages: 496
List Price: $167.40

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.