Marketing Across Cultures

by Julie Lee, Jean-Claude Usunier, Julie Anne Lee

Book Overview

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... This description may be from another edition of this product.

• Format: Paperback
• Language: English
• ISBN: 0273713914
• ISBN13: 9780273713913
• Release Date: January 2009
• Publisher: Prentice Hall
• Length: 536 Pages
• Weight: 2.10 lbs.
• Dimensions: 1.0" x 7.4" x 9.6"

Customer Reviews

It Resonates with Great Cases and Great Examples

This new edition of Marketing Across Cultures resonates with the great cases and great examples. It's a great stand-alone book for an international marketing course or even a supplimental text for a capstone strategy course. Not only does it gives a 'marketing immersion' but it also gives a 'cultural immersion' to undergrads or MBA students who don't have much out-of-country experience. The authors definitely walk their talk in terms of their professional experiences in the US and abroad.

excellent text for teaching and student research

One of the few marketing texts that discusses in detail the complexities of international and cross-cultural marketing. Thought-provoking. The case studies are interesting and unique, great material for class discussions and debates! A real resource for Master's level courses in marketing and international business. It's good for required reading or as a secondary text, to support a more step-by-step marketing text. The writing is sometimes a bit long-winded and not too easy to read, which is why I didn't give the book five stars.

Recommended reading for active international marketers

Our 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.