Name: Business & Marketing Across Cultures (en Inglés)
Price: 247.10 PEN
Availability: InStock
Author: Julie Anne Lee; Jean-Claude Usunier; Vasyl Taras
ISBN: 9781529754377

portada Business & Marketing Across Cultures (en Inglés)

Business & Marketing Across Cultures (en Inglés)

Formato

Libro Físico

Editorial

Sage Publications Ltd

Autor

Julie Anne Lee; Jean-Claude Usunier; Vasyl Taras

Idioma

Inglés

N° páginas

280

Encuadernación

Tapa Blanda

ISBN13

9781529754377

N° edición

Business & Marketing Across Cultures (en Inglés)

Julie Anne Lee; Jean-Claude Usunier; Vasyl Taras (Autor) · Sage Publications Ltd · Tapa Blanda

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Reseña del libro "Business & Marketing Across Cultures (en Inglés)"

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.