Marketing Across Cultures (Paperback, 2Rev ed)


This work deals with international marketing and is intended to help readers develop their intercultural skills. The cultural variable is of prime importance in that it impacts upon communication, business, negotiation, consumer needs and attitudes, and finally the design and implementation of marketing strategies. The book proceeds by comparing national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. There follows an exploration of the interaction between business people, buyers and sellers who have different national/cultural backgrounds. Written from a European perspective, this second edition contains more on cultural issues, especially religion and values, and includes new chapters on cross-cultural consumer behaviour, and the cultural aspects of religious integration (eg EU, N. America, SE Asia and Eastern Europe.)

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Product Description

This work deals with international marketing and is intended to help readers develop their intercultural skills. The cultural variable is of prime importance in that it impacts upon communication, business, negotiation, consumer needs and attitudes, and finally the design and implementation of marketing strategies. The book proceeds by comparing national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. There follows an exploration of the interaction between business people, buyers and sellers who have different national/cultural backgrounds. Written from a European perspective, this second edition contains more on cultural issues, especially religion and values, and includes new chapters on cross-cultural consumer behaviour, and the cultural aspects of religious integration (eg EU, N. America, SE Asia and Eastern Europe.)

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Product Details

General

Imprint

Pearson Education

Country of origin

United Kingdom

Release date

July 1996

Availability

Supplier out of stock. If you add this item to your wish list we will let you know when it becomes available.

Authors

Dimensions

235 x 174mm (L x W)

Format

Paperback

Pages

496

Edition

2Rev ed

ISBN-13

978-0-13-236175-0

Barcode

9780132361750

Categories

LSN

0-13-236175-2



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