Marketing Across Cultures – Usunier Jean-Claude; Lee Julie Betaalbaar

Marketing Across Cultures , 6th edition, by Jean-Claude Usunier and Julie Anne Lee In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures 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 th…