Business & marketing across cultures
Lee, Julie Anne
Business & marketing across cultures - London Sage 2023 - 257p.
1. Similarities and Differences Across and Within Cultures 2. Communication and Language 3. Intercultural Interactions in Business and Marketing 4. Market Entry and Expansion Decisions Across Cultures 5. Cross-Cultural Marketing Strategy and Implementation 6. Designing a Culturally Sensitive Business Plan
This book focuses on understanding cultural differences in the global business environment to foster success. It explores the roles of culture, communication, language, interactions, decision-making, market entry, and business planning in global business. The authors emphasize the importance of cultural self-reflection for better local market strategies. The book links to the x-culture learning project, an experiential multicultural exercise for students and practitioners. It is essential for university and college students of international and cross-cultural marketing and international and intercultural business, as well as business and marketing practitioners working in global contexts.
9781529754377
Export marketing
International business enterprises
658.18 / LEE
Business & marketing across cultures - London Sage 2023 - 257p.
1. Similarities and Differences Across and Within Cultures 2. Communication and Language 3. Intercultural Interactions in Business and Marketing 4. Market Entry and Expansion Decisions Across Cultures 5. Cross-Cultural Marketing Strategy and Implementation 6. Designing a Culturally Sensitive Business Plan
This book focuses on understanding cultural differences in the global business environment to foster success. It explores the roles of culture, communication, language, interactions, decision-making, market entry, and business planning in global business. The authors emphasize the importance of cultural self-reflection for better local market strategies. The book links to the x-culture learning project, an experiential multicultural exercise for students and practitioners. It is essential for university and college students of international and cross-cultural marketing and international and intercultural business, as well as business and marketing practitioners working in global contexts.
9781529754377
Export marketing
International business enterprises
658.18 / LEE