ESCP Europe

Item type

Book

Language

English

Publication year

2012

Edition no.

6th ed.

ISBN

978-0-273-75773-3

Subjects

This book 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. The sixth edition has been extensively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area. Exercises and cases.