Jean-Claude Usunier – författare
1 683 kr
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914 kr
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In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
Marketing Across Cultures 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.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
3 192 kr
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722 kr
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800 kr
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736 kr
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2 344 kr
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2 945 kr
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Through the implementation of methodological pluralism, the book investigates the various cultural influences that affect business theories and practices across the world, particularly the specific management styles, behavioural standards and consumer attitudes that exist in developing nations.
Examples and theoretical understanding as well as vignettes, diagrams and figures are used to illustrate these key considerations, including:
Language and the role of the dominant culture Design and implementation Methodological issues Strategies for improving its relevance within international business.Ideal for students, researchers and practitioners looking to do business research in an international or cross-cultural context.
788 kr
Skickas
Through the implementation of methodological pluralism, the book investigates the various cultural influences that affect business theories and practices across the world, particularly the specific management styles, behavioural standards and consumer attitudes that exist in developing nations.
Examples and theoretical understanding as well as vignettes, diagrams and figures are used to illustrate these key considerations, including:
Language and the role of the dominant culture Design and implementation Methodological issues Strategies for improving its relevance within international business.Ideal for students, researchers and practitioners looking to do business research in an international or cross-cultural context.
710 kr
Skickas inom 5-8 vardagar
3 259 kr
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1 665 kr
Skickas inom 10-15 vardagar