Marketing Across Cultures

by Fons Trompenaars, Peter Woolliams

The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts.

Genres: Business

364 pages, Paperback

First published November 5, 2004

Reviews

[Aneta · Rating 5 out of 5]

I thoroughly enjoyed this book as someone, who is learning about transcreation. The framework of international marketing or rather translating marketing across cultures was extremely helpful. It's obviously an old book (wow, how fast does marketing advice age?) but the examples still demonstrate the points made by the author.

I recommend it, especially since it is a quick but very to-the-point read.

[Alejandra · Rating 3 out of 5]

Required reading for MBA.