Marketing Across Cultures
Type
Book
Authors
ISBN 10
0130106682
ISBN 13
9780130106681
Category
Unknown
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Publication Year
2000
Publisher
Prentice Hall , United States
Pages
627 p.
Subject
Marketing
Abstract
Marketing Across cultures explores the theoretical and practical implications of thinking local but acting global. It emphasized people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. It consists of four parts covering seventeen chapters. Part one is the cultural variable in international marketing, followed by the integration of local consumption in a global marketing environment, marketing decisions for the intercultural environment, and the last part is intercultural marketing communications.
Description
Includes references, author and subject index.
Number of Copies
1
