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Marketing Across Cultures (4th Edition) 在线电子书 pdf 下载 txt下载 epub 下载 mobi 下载 2024

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Jean-Claude Usunier 作者

Prentice Hall

译者

2005-04-15 出版日期

594 页数

USD 97.60 价格

Paperback

丛书系列

9780273685296 图书编码

Marketing Across Cultures (4th Edition) 在线电子书图书标签: culture Marketing 市场研究

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Marketing Across Cultures (4th Edition) 在线电子书 epub 下载 mobi 下载 pdf 下载 txt 下载 2024

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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 course. For those who wish to improve their cultural awareness, this is essential reading.

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