Marketing Across Cultures

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9780132361750: Marketing Across Cultures

This book deals with international marketing and is intended to help readers develop their intercultural skillls. The cultural variable is of prime importance in that it impacts upon communication, business negotiation, consumer needs and attitudes and the design and implementation of marketing strategies. The book compares national marketing systems and local commercial customs in various countries, emphasising what is country-specific and what is universal. Instructor's Manual (0-13-236183-3).

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From the Back Cover:

The cultural variable of international marketing is of prime importance in that it impacts communication, business negotiation, consumer needs and attitudes, and the design and implementation of marketing strategies. This book compares national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. Covers selling, negotiation, and marketing communications, with new chapters on cross-cultu ral consumer behavior and the cultural aspects of regional integration. For export marketing managers, as well as anyone involved in marketing activities with culturally different markets.

About the Author:

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

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