Marketing Across Cultures
Sivumäärä: 496 sivuaAsu: Pehmeäkantinen kirjaPainos: 5. painosJulkaisuvuosi: 2009, 05.01.2009 (lisätietoa)Kieli: Englanti Korvaava tuote: 9780273757733
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.