International Marketing: A Cultural Approach
Author: Jean-Claude Usunier
List Price: $55.00
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ISBN: 0131945807
Publisher: Prentice Hall (May, 1993)
Sales Rank: 786,214
Average Customer Rating: 5 out of 5
Customer Reviews
Rating: 5 out of 5
A treasure for intercultural work
This book is a true treasure for everybody who has to work on intercultural strategies for a company or on any other work dealing with this subject.
Usunier used a lot of "real-life" examples to show the reader how intercultural marketing and intercultural behaviour should look like. A lot of companies - especially European companies - still neglect the importance of intercultural understanding and it should be a duty for them to read this book.
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