Buy this book on-line Usunier, Jean-Claude : INTERNATIONAL MARKETING: A CULTURAL APPROACHPrentice Hall, 1993 ISBN 9780131945807
This book brings together two currents in the management literature. One de als with marketing and market research; the other deals with culture and or ganizations. The cultural variable relating to national culture has been so mewhat neglected in the theory and practice of international trade. This bo ok seeks to redress this gap by adopting a cultural approach to internation al marketing. There are two dimensions to this approach: one, a cross-cultu ral view, comparing national marketing systems. The other, an intercultural view, centering on the interaction between people of different cultures. T hus it provides readers with a framework for developing a commerce-based cu ltural awareness and is a training tool for those wishing to improve their abilities in the area of international marketing., Near Fine Click here for full details of this book, to ask a question or to buy it on-line. Bibliophile Bookbase probably offers multiple copies of Usunier, Jean-Claude : INTERNATIONAL MARKETING: A CULTURAL APPROACH. Click here to select from a complete list of available copies of this book. Bibliophile Bookbase lists over 5 million books, maps and prints including incunabula, fine bindings, livres rares, rare books and atlases. Bibliophile Bookbase for antiquarian books, maps and prints. |