Marketing Across Cultures av Jean-Claude Usunier, Julie Lee

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<p>In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. </p><p> </p><p><i>Marketing Across Cultures</i> 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. </p><p> </p><p>Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.  </p>