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Usunier J.-C., Lee J.А. Marketing Across Cultures
Prentice Hall, 2005. - 594 pages.

Marketing Across Cultures offers a different approach to global marketing, based on the recognition of diversity in world markets and on local consumer knowledge and marketing practices.

The text adopts a cultural approach to inteational marketing, which has two main dimensions:

- A cross-cultural approach compares national marketing systems and local commercial customs in various countries.
- An intercultural approach, which is centred on the study of interaction between business people from different cultures.

The book is invaluable for senior undergraduate students who have studied a marketing management course and Postgraduate students (MBA in particular) for an inteational marketing course. For those who wish to improve their cultural awareness, this is essential reading.
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