Product Description

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.

Product Details

• Amazon Sales Rank: #270562 in Books
• Published on: 2009-01-05
• Original language: English
• Binding: Paperback
• 496 pages

From the Back Cover

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 fifth edition 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 ethics, corporate social responsibility, and bribery.

About the Author

Jean-Claude Usunier, Professor of Marketing at HEC, Lausanne, Switzerland

Julie Ann Lee, Associate Professor at The University of Western Australia

Customer Reviews

Excellent insight into alternative marketing
Usunier focuses on culture and how marketing cannot be a globalized process due to the cultural differences that exist. The book offers an excellent alternative view to the conventional orthodox history of marketing which uses realist ontology, positivist epistemology and nomothetic methodology. Culture is the main emphasis of marketing and its importance can be seen clearly in the first three chapters of the book. An overall mind opening book for anyone in the marketing field that seeks alternative routes to the conventional approach.

Very useful
I bought this book as it was a requirement for my module International MK and it has been very useful so far. Very well written - I recommend it to anyone interested in the impact of cultures and the implications for MK