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Customer Review

on 22 January 2001
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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