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Product Description
Product Description
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.
From the Back Cover
In an increasingly interconnected global business environment it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance.
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.
The fifth edition is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area. Using clear language and numerous illustrations the text guides students through key cultural marketing issues, including new material on hot topics such as ethics, corporate social responsibility, and bribery.
Inside This Book
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First Sentence
International marketing gives a prominent place to culture, but not everything is culturally driven. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
International marketing gives a prominent place to culture, but not everything is culturally driven. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index | Back Cover
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Most Helpful Customer Reviews
4 of 4 people found the following review helpful
Format:Paperback
Usunier focuses on culture and how marketing cannot be a globalized process due to the cultural differences that exist. The book offers an excellent alternative view to the conventional orthodox history of marketing which uses realist ontology, positivist epistemology and nomothetic methodology. Culture is the main emphasis of marketing and its importance can be seen clearly in the first three chapters of the book. An overall mind opening book for anyone in the marketing field that seeks alternative routes to the conventional approach.
Format:Paperback
Great book with insights into the cultural aspect that must be taken into consideration, especially helpful for international marketing students. Yet the delivery of this particular book to me by Green Point has been delayed by a week, not very convenient when you need the books for studies, taking into consideration tight deadlines for reading up... Yet, very fast and efficient customer service, that immediately responded to my complaint and offered reasonable refund/new item options. Overall, good, yet mind the deadlines when making your purchase.
0 of 1 people found the following review helpful
Format:Paperback
I bought this book as it was a requirement for my module International MK and it has been very useful so far. Very well written - I recommend it to anyone interested in the impact of cultures and the implications for MK
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