Marketing Across Cultures (5th Edition) Review

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Marketing Across Cultures (5th Edition) ReviewOur staff includes this publication in our selected list of international trade publications that we recommend to our clients. It presents a clear picture of the many factors involved in marketing products, ideas and concepts in foreign countries. A good reference to keep within reach when planning to introduce a new product or service overseas. John R. Jagoe, Director, Export Institute.Marketing Across Cultures (5th Edition) OverviewMarketing 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.

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