Usunier J.-C., Lee J.A. Marketing Across Cultures

Prentice Hall, 2005. - 594 p.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.