Marketing Across Cultures (4th Edition) 2024 pdf epub mobi 电子书

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发表于2024-12-31

Marketing Across Cultures (4th Edition) 2024 pdf epub mobi 电子书

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出版者:Prentice Hall

作者:Jean-Claude Usunier

出品人:

页数:594

译者:

出版时间:2005-04-15

价格:USD 97.60

装帧:Paperback

isbn号码:9780273685296

丛书系列:

图书标签: culture Marketing 市场研究

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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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