'Marketing Across Cultures' deals with international marketing and is intended to help readers develop their intercultural skills. The author compares national marketing systems and local commercial customs in various countries.
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.

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Personen: Usunier, Jean-Claude Lee, Julie Anne

Standort: BSP

Schlagwörter: Internationales Marketing Interkulturelles Management