Marketing Across Cultures

Download or read book Marketing Across Cultures written by Jean-Claude Usunier and published by Pearson Education. This book was released on 2009 with total page 500 pages. Available in PDF, EPUB and Kindle. Book excerpt: Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices. The text adopts a cultural approach to international marketing, which has two main dimensions: A * A cross-cultural approach compares national marketing systems and local commercial customs in various countries. A * An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.