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Marketing Across Cultures, 6th edition

Pearson: Harlow, 6th edition (with Julie Lee), 2013

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 that provides essential information on how marketing strategies can be implemented in different national contexts.

The sixth edition has been extensively rewritten. The order of chapters and sections within them has been changed to improve the readability and flow of ideas. It is full of up-to-date examples of internationally recognised companies that illuminate the various theories that underpin this area.

Using clear language and numerous illustrations the text guides students through key cultural marketing issues, including new material on hot topics such as e-networking, sustainability and the global economic crisis.
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