Marketing Across Cultures (4th Edition)
Marketing Across Cultures (4th Edition)
ISBN: 9780273685296
出版社: Prentice Hall
出版年: 2005-04-15
页数: 594
定价: USD 97.60
装帧: Paperback
内容简介
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Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.
The text adopts a cultural approach to international marketing, which has two main dimensions:
· A cross-cultural approach compares national marketing systems and local commercial customs in various countries.
· An intercultural approach, which is centred on the study of interaction between business people from different cultures. The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing course. For those who wish to improve their cultural awareness, this is essential reading.
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