Marketing Across Cultures

This is a cornerstone book in the Culture for Business series. The books in this series address the important business issues from a specifically cross-cultural... » 

This is a cornerstone book in the Culture for Business series. The books in this series address the important business issues from a specifically cross-cultural perspective. This title explains different markets around the world as well as customer needs in a wide range of cultural contexts.The marketing process is beset by dilemmas and Marketing Across Cultures is a cornerstone book in the Culture for Business series. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. «