International Marketing: A Cultural Approach

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9780131945807: International Marketing: A Cultural Approach
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This book brings together two currents in the management literature. One deals with marketing and market research; the other deals with culture and organizations. The cultural variable relating to national culture has been somewhat neglected in the theory and practice of international trade. This book seeks to redress this gap by adopting a cultural approach to international marketing. There are two dimensions to this approach: one, a cross-cultural view, comparing national marketing systems. The other, an intercultural view, centering on the interaction between people of different cultures. Thus it provides readers with a framework for developing a commerce-based cultural awareness and is a training tool for those wishing to improve their abilities in the area of international marketing.

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Jean-Claude Usunier
Published by Prentice Hall (1993)
ISBN 10: 0131945807 ISBN 13: 9780131945807
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Book Description Prentice Hall, 1993. Paperback. Book Condition: New. Bookseller Inventory # DADAX0131945807

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