Marketing Across Cultures

by Jean-Claude Usunier, 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.

478 pages, Paperback

First published August 14, 1996

Reviews

[Sergio Venicius]

Excelent book explaining how to do marketing across different cultures. Many inputs and thoughts while and after reading the book.