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.
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.
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