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Business & marketing across cultures / Julie Anne Lee, Jean-Claude Usunier, Vasyl Taras.

Livre

Lee, Julie Anne

An essential textbook for students of cross-cultural/intercultural business and marketing. It is liked to the X-Culture project, which is a multicultural exercise where students learn to solve real world international business problems.

Part 1: Understanding the Self and Others in Cross-Cultural and International ContextsChapter 1: Similarities and Differences Across and Within CulturesChapter 2: Communication and LanguageChapter 3: Intercultural Interactions in Business and MarketingPart 2: Cross-Cultural Marketing Decision MakingChapter 4: Market Entry and Expansion Decisions Across CulturesChapter 5: Cross-Cultural Marketing Strategy and ImplementationChapter 6: Designing a Culturally Sensitive Business Plan.

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