International marketing : a cultural approach /

Usunier, Jean-Claude.

International marketing : a cultural approach / Jean-Claude Usunier. - New York ; London : Prentice Hall, 1993. - xii,494p.

Includes bibliographical references and index.

Discusses international marketing strategies and implementation techniques, and offers guidelines for standardizing product and product policy - all within the framework of developing cultural awareness. The emphasis is on sales and negotiation.

9780131945807 pbk £19.95 9780131945807 pbk


Export marketing--Social aspects
International business enterprises--Social aspects
Intercultural communication.
Export marketing
Sales & marketing management
International business