01235nam a2200205Ia 4500 CTU_230035 210402s9999 xx 000 0 und d 658.84 U88 Usunier, Jean-Claude Marketing across cultures Jean-Claude Usunier London Prentice hall 1996 The cultural variable of international marketing is of prime importance in that it impacts communication, business negotiation, consumer needs and attitudes, and the design and implementation of marketing strategies. This book compares national marketing systems and local commercial customs in various countries, emphasizing what is country-specific and what is universal. Covers selling, negotiation, and marketing communications, with new chapters on cross-cultu ral consumer behavior and the cultural aspects of regional integration. For export marketing managers, as well as anyone involved in marketing activities with culturally different markets. Tiếp thị xuất khẩu,Export marketing Khía cạnh xã hội,Social aspects dqhieu Trung tâm Học liệu Trường Đại học Cần Thơ