International Marketing: A Cultural Approach
This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented...
Format:Paperback
Language:English
ISBN:0131945807
ISBN13:9780131945807
Release Date:May 1993
Publisher:Prentice Hall
Length:496 Pages
Weight:1.70 lbs.
Dimensions:0.9" x 6.9" x 9.2"
Customer Reviews
1 rating
A treasure for intercultural work
Published by Thriftbooks.com User , 27 years ago
This book is a true treasure for everybody who has to work on intercultural strategies for a company or on any other work dealing with this subject. Usunier used a lot of "real-life" examples to show the reader how intercultural marketing and intercultural behaviour should look like. A lot of companies - especially European companies - still neglect the importance of intercultural understanding and it should be a duty for them to read this book.
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