Business & Marketing Across Cultures

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Synopsis

In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. 

The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets.

Throughout, the book links to the x-culture learning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems.

This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts.

Julie Anne Lee is a Winthrop Professor in Marketing and the Director of Research and Research Training in the Business School at The University of Western Australia.

Jean-Claude Usunier is an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland.

Vasyl Taras is a Professor in the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA.

Book details

Author:
Jean-Claude Usunier, Julie Anne Lee, Vasyl Taras
ISBN:
9781529766295
Related ISBNs:
9781529765465, 9781529754377, 9781529764635, 9781529754384, 9781529765465, 9781529754377, 9781529764635, 9781529754384
Publisher:
SAGE Publications
Pages:
N/A
Reading age:
Not specified
Includes images:
No
Date of addition:
2023-05-26
Usage restrictions:
Copyright
Copyright date:
2023
Copyright by:
N/A 
Adult content:
No
Language:
English
Categories:
Business and Finance, Nonfiction