Marketing across cultures

dc.contributor.author	Usunier, Jean-Claude
dc.contributor.author	Lee, Julie Anne
dc.date.issued	2013
dc.identifier.isbn	978-0-273-75776-4
dc.identifier.uri	https://thuvienso.hoasen.edu.vn/handle/123456789/10713
dc.description.abstract	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.
dc.format	xviii, 478 p. : ill.
dc.language.iso	en
dc.publisher	Pearson
dc.subject	Marketing
dc.subject.other	Export marketing
dc.subject.other	International business enterprises
dc.subject.other	Intercultural communication
dc.subject.other	Cross-cultural studies
dc.title	Marketing across cultures
dc.type	Book
dc.description.version	6th edition