Marketing across cultures
- ISBN: 9780273685296
- Editorial: Prentince Hall
- Fecha de la edición: 2005
- Lugar de la edición: Harlow. Reino Unido
- Edición número: 4th ed
- Encuadernación: Rústica
- Medidas: 25 cm
- Nº Pág.: 573
- Idiomas: Inglés
Papel: Rústica
83,15 €
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Marketing Across Cultures analyses cultures within 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: The book is invaluable for advanced 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.
