'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
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.
Medium erhältlich in:
1 Bibliothek der BSP Berlin,
Berlin
Personen: Usunier, Jean-Claude Lee, Julie Anne
Standort: BSP
Usunier, Jean-Claude [Verfasser]:
Marketing across cultures / Jean-Claude Usunier ; Julie Anne Lee. - 5. edition. - Harlow [u.a.] : Prentice Hall, 2009. - XVI, 479 Seiten : Illustrationen, graphische Darstellungen
ISBN 978-0-273-71391-3 kartoniert : EUR 163,50
Allgemeine Betriebswirtschaftslehre - Signatur: QP 680 U88-01 (5) - Buch