Marketing Across Cultures

Name: Marketing Across Cultures
Brand: Wiley
Availability: OutOfStock
Rating: 5 (1 reviews)

By Fons Trompenaars

0 - Default Title

Description

The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all - 'meaning'. It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans-national approach.

Product details

Binding:

Paperback

Edition:

1

Number of Pages:

368

Release Date:

2004-08-20

Publication Date:

2004-09-24

Publisher:

Wiley

Languages:

Original: English

ISBN10:

1841124710

ISBN13:

9781841124711

GPSR Manufacturer Reference:

[email protected]

Weight:

568 g

Height:

156 cm

Width:

234 cm

Thickness:

32 cm

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