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Title: International Marketing: A Cultural Approach by Jean-Claude Usunier ISBN: 0-13-194580-7 Publisher: Prentice Hall Pub. Date: May, 1993 Format: Paperback Volumes: 1 List Price(USD): $55.00

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Average Customer Rating: 5 (1 review)

Rating: 5
Summary: A treasure for intercultural work
Comment: 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.