Marketing across cultures / Jean-Claude Usunier ; Julie Anne Lee

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Marketing across cultures / Jean-Claude Usunier ; Julie Anne Lee

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USUNIER, Jean-Claude. Author | LEE, Julie Anne

Published by Pearson - 2013 , 6th.

Library: Paris Champerret London Paris Montparnasse

Source : Syracuse

Item type: Book
Language: English

Publication year: 2013
Edition no.: 6th.

ISBN: 978-0-273-75773-3

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This book examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, the authors 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...

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