Marketing Across Cultures / Fifth Edition

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TextPublication details: Ft Prentice Hall, 2009Edition: 5thDescription: 480ISBN:

9780273713913

Summary: This book examines how multinational companies can appreciate and adapt to international diversity. Introduction, Acknowledgements, The Cultural Variable in International Marketing, The Cultural Process, The Integration of Local Consumption in a Global Marketing Environment, Local Consumers and the Globalization of Consumption, Marketing Decisions for the Intercultural Environment, The Critical Role of Price in Relational Exchange, International Distribution and Sales Promotion, Intercultural Marketing Communications, Language and Culture and Communication, Index.

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Item type	Current library	Call number	Copy number	Status	Barcode
Books	MC Athens Campus Library	658.8/4 USU (Browse shelf(Opens below))	1	Available	9780000064189

This book examines how multinational companies can appreciate and adapt to international diversity. Introduction, Acknowledgements, The Cultural Variable in International Marketing, The Cultural Process, The Integration of Local Consumption in a Global Marketing Environment, Local Consumers and the Globalization of Consumption, Marketing Decisions for the Intercultural Environment, The Critical Role of Price in Relational Exchange, International Distribution and Sales Promotion, Intercultural Marketing Communications, Language and Culture and Communication, Index.

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Marketing Across Cultures / Fifth Edition