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International Marketing false
By:Jean-Claude Usunier
Published on 1993 by Philip Allan


This cultural approach to international marketing is aimed at students on undergraduate and postgraduate courses in business studies; MBA students studying an international marketing option; and management trainees and practising managers who wish to develop their intercultural skills. techniques in a global framework and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. Presented in four parts, the book discusses: the cultural dimensions of international marketing and defines the cultural variable to delineate the components of culture and to emphasize its dynamic nature; the globalization of markets and its general impact on international marketing strategies, with emphasis on issues relevant to product policies (brand names for international markets, adaption/standardization methods); marketing decisions such as pricing, distribution and communication; international marketing negotiation with discussion on the effects of bribing and business ethics in international marketing. The geographical focus of the book is Europe, but examples also relate to Japan, the US, Africa, Asia and Latin America.

This Book was ranked at 27 by Google Books for keyword marketing.

Book ID of International Marketing's Books is cO4JAQAAMAAJ, Book which was written byJean-Claude Usunierhave ETAG "MybTDFyrIwU"

Book which was published by Philip Allan since 1993 have ISBNs, ISBN 13 Code is 9780131945807 and ISBN 10 Code is 0131945807

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Book which have "494 Pages" is Printed at BOOK under CategoryExport marketing

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