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Marketing Across Cultures

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ISBN-10: 0273685295

ISBN-13: 9780273685296

Edition: 4th 2005 (Revised)

Authors: Julie Lee, Jean-Claude Usunier

List price: $110.67
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Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.The text adopts a cultural approach to international marketing, which has two main dimensions: A cross-cultural approach compares national marketing systems and local commercial customs in various countries. An intercultural approach, which is centred on the study of interaction between business people from different cultures.The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an international marketing…    
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Book details

List price: $110.67
Edition: 4th
Copyright year: 2005
Publisher: FT Press
Publication date: 4/5/2005
Binding: Paperback
Pages: 594
Size: 7.25" wide x 9.50" long x 1.25" tall
Weight: 2.442
Language: English

The Cultural Variable in International Marketing
Cultural dynamics 1: Time and Space
Cultural Dynamics 2: Interactions, Mindsets and Behaviours
Cross-cultural Consumer Behaviour
Local Consumers and the Globalization of Consumption
The Convergence of Marketing Environments Worldwide
Cross-Cultural Market Research
Intercultural Marketing Strategy
Product Policy 1: Physical, Service and Symbolic Attributes
Product Policy 2: Managing Meaning
The Critical Role of Price in Relational Exchange
International Distribution and Sales Promotion
Language, Culture and Communication
Intercultural Marketing Communications 1: Advertising
Intercultural Marketint Communications 2: Personal Selling, Networking and Public Relations
Intercultural Marketing Negotiations1: People, Trust, and Tasks
Intercultural Marketing Negotiations 2: Some Elements of National Styles of Business Negotiation