International Marketing: A Cultural Approach

Rating:
Summary: A treasure for intercultural work
Review: This book is a true treasure for everybody who has to work on intercultural strategies for a company or on any other work dealing with this subject. Usunier used a lot of "real-life" examples to show the reader how intercultural marketing and intercultural behaviour should look like. A lot of companies - especially European companies - still neglect the importance of intercultural understanding and it should be a duty for them to read this book.