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Marketing Across Cultures / Edition 6
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Barnes and Noble
Marketing Across Cultures / Edition 6
Current price: $305.75
Barnes and Noble
Marketing Across Cultures / Edition 6
Current price: $305.75
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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 that provides essential information on how marketing strategies can be implemented in different national contexts.
Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues.
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