基本信息·出版社：Financial Times/ Prentice Hall
·页码：594 页
·出版日期：2005年04月
·ISBN：0273685295
·条形码：9780273685296
·装帧：平装
·正文语种：英语
内容简介 在线阅读本书
Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.
The text adopts a cultural approach to international marketing, which has two main dimensions:
· A cross-cultural approach compares national marketing systems and local commercial customs in various countries.
· An intercultural approach, which is centred on the study of interaction between business people from different cultures.
The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.
作者简介 Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland Julie Ann Lee, Associate Professor at The University of Western Australia --This text refers to an out of print or unavailable edition of this title.