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Marketing Across Cultures Paperback – 3 Mar 2005

2.8 out of 5 stars 4 customer reviews

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Product details

  • Paperback: 594 pages
  • Publisher: Financial Times/ Prentice Hall; 4 edition (3 Mar. 2005)
  • Language: English
  • ISBN-10: 0273685295
  • ISBN-13: 978-0273685296
  • Product Dimensions: 18.9 x 3 x 24.7 cm
  • Average Customer Review: 2.8 out of 5 stars  See all reviews (4 customer reviews)
  • Amazon Bestsellers Rank: 1,282,453 in Books (See Top 100 in Books)
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  • See Complete Table of Contents

Product description

From the Back Cover

Back Cover Copy-Usunier

“This book is noteworthy in its content and approach as well as in generating class discussion on intercultural marketing relations, exchange, and communications. With the diversity in world markets and the importance of having locally-specific understanding of markets and consumers, it is a welcome resource for teaching students who can either relate it to their own intercultural experiences or who have never had intercultural experiences themselves.” Güliz Ger, Professor of Marketing, Faculty of Business Administration,Bilkent University, Turkey

International marketing relationships have to be built on solid foundations. Transaction costs in international trade are high―only a stable and firmly established link between business people can enable them to overcome disagreements and conflicts of interest.

Marketing Across Cultures, 4e uses a successful two-stage cultural approach to explore International Marketing.

·        A cross-cultural approach which compares marketing systems and local commercial customs in various countries

·        An inter-cultural approach which studies the interaction between business peoples of different national cultures

"I used Marketing Across Cultures in courses in five different countries with students from more than 35 nations. The book provides a stimulating view on international marketing issues and at the same time allows in an excellent way to sensitize and train students for intercultural work, which has become the norm for most medium-sized and large companies." Prof. Dr. Hartmut H. Holzmüller., Chair of Marketing
Universityof Dortmund, Germany

Invaluable to all undergraduate, postgraduate and MBA students studying International Marketing and for marketing practitioners who wish to improve their cultural awareness, Marketing Across Cultures, 4e is essential reading.

New to This Edition!

Rewritten extensively in an effort to make the book as accessible as possible, co-author Julie Lee from Australia helps bring a Euro-Australasian perspective to the table. New materials includes:

·        The internet revolution and its impact on international marketing

·        Additional web references that allow in-depth and updated access to cultural and business information

·        New cases with web-based references, including Muslim Cola (Chapter 6), Bollywood (Chapter 8), BrandUSA: Selling Uncle Sam Like Uncle Ben’s? (Chapter 14) and more!

To access the robust web materials go to:

Jean-Claude Usunier is a professor of Marketing and International Business at the University of Lausanne – Graduate School of Commerce (HEC) and at the University Louis-Pasteur (Strasbourg, France).

Julie Lee is a Senior Lecturer in Marketing at the Graduate School of Management, University of Western Australia.

About the Author

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

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

--This text refers to an alternate Paperback edition.

Customer Reviews

2.8 out of 5 stars
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Top Customer Reviews

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.
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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.
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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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Format: Paperback Verified Purchase
I never got my book!
And I never got an answer to my request via Email as well... So that was just a really poor "service".

I won't bye here again.
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Most Helpful Customer Reviews on (beta) (May include reviews from Early Reviewer Rewards Program) 3.9 out of 5 stars 7 reviews
5.0 out of 5 stars Best Edition 4 Jun. 2013
By F.Baddar - Published on
Format: Paperback Verified Purchase
Marketing Across Cultures 4th edition is one of the best cross cultural books written by Usunier and Lee. The topics discussed in the 4th ed. are more comprehensive, and have very good structure to follow.
5.0 out of 5 stars good book! 12 May 2013
By Shaheda Taji - Published on
Format: Paperback Verified Purchase
well written. interesting read. I purchased it for a class i was taking but this book can be an interesting read on its own. For anyone who is interested in the nuances of culture.
0 of 1 people found the following review helpful
3.0 out of 5 stars It served its purpose... came kinda dirty and gross. 4 April 2013
By James - Published on
Format: Paperback Verified Purchase
I found weird stains in it, some crusted stuff that looked like some melted chocolate or something...and assorted other food/colored stains on the back pages, some pages were stuck/crusted with stuff.. kinda nasty.

Cheap though, and I just needed it for a class ...whatever...
3 of 3 people found the following review helpful
4.0 out of 5 stars excellent text for teaching and student research 17 Aug. 2005
By Marketing teacher - Published on
Format: Paperback
One of the few marketing texts that discusses in detail the complexities of international and cross-cultural marketing. Thought-provoking. The case studies are interesting and unique, great material for class discussions and debates! A real resource for Master's level courses in marketing and international business. It's good for required reading or as a secondary text, to support a more step-by-step marketing text. The writing is sometimes a bit long-winded and not too easy to read, which is why I didn't give the book five stars.
2 of 2 people found the following review helpful
5.0 out of 5 stars It Resonates with Great Cases and Great Examples 2 Nov. 2006
By Brian Wansink - Published on
Format: Paperback
This new edition of Marketing Across Cultures resonates with the great cases and great examples. It's a great stand-alone book for an international marketing course or even a supplimental text for a capstone strategy course. Not only does it gives a 'marketing immersion' but it also gives a 'cultural immersion' to undergrads or MBA students who don't have much out-of-country experience. The authors definitely walk their talk in terms of their professional experiences in the US and abroad.
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