TY  - BOOK
AU  - Lee, Julie Anne
AU  - Usunier, Jean-Claude
AU  - Taras, Vasyl
TI  - Business & marketing across cultures
SN  - 9781529754377
U1  - 658.18 
PY  - 2023///
CY  - London 
PB  - Sage
KW  - Export marketing
KW  - International business enterprises
N1  - 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
N2  - 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
ER  -