Marketing Across Cultures examines how multinational companies can appreciateand adapt to international diversity. By comparing national marketing systemswith 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.
- ISBN: 978-0-273-71391-3
- Editorial: Prentice Hall
- Encuadernacion: Rústica
- Páginas: 479
- Fecha Publicación: 05/01/2009
- Nº Volúmenes: 1
- Idioma: Inglés