000			01653nam a22002537a 4500
005			20250806085210.0
006			a|||||r|||| 00| 0
008			250806b |||||||| |||| 00| 0 eng d
020			_a0132361752 _qalk. paper
040			_aGR-AtMCL _dGR-AtMCL _bgre _eAACR2
100	1		_aUsunier, Jean-Claude _97410
245	1	0	_aMarketing across cultures / _cJean-Claude Usunier.
250			_a2rd ed.
260			_aEurope : _bPrentice Hall, _cc1996.
300			_a576 p. ; _c24 cm.
504			_aIncludes bibliographical references and indexes.
520			_aThis 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
650		0	_aMarketing _xCross-cultural studies _99975
650		0	_aInternational business enterprises _xSocial aspects _99974
650		0	_aMarketing _99976
650		0	_aBusiness _99977
942			_cBK
999			_c9878 _d9878