{"product_id":"business-marketing-across-cultures","title":"Business \u0026 Marketing Across Cultures","description":"In an increasingly interconnected and global business environment, it is crucial that businesses recognise how a better understanding of cultural differences can help to foster greater business success. This book will help you to develop essential cross-cultural insights for when business and marketing goes global through a range of frameworks and learning features. \u003cbr\u003e  \u003cbr\u003e  The authors explore the roles of culture, communication, language, interactions, decision-making, market entry and business planning when working across geographical regions. They recognise the rich diversity in international markets and local consumer knowledge and marketing practices. Readers are encouraged to engage in cultural self-reflection to help better design and implement business strategies in local markets.\u003cbr\u003e  \u003cbr\u003e  Throughout, the book links to the \u003cstrong\u003ex-culture \u003c\/strong\u003elearning project, which is an experiential multicultural exercise and form of student assessment where collaborative virtual teams are formed and together solve real world international business problems.\u003cbr\u003e  \u003cbr\u003e  This is an essential textbook for university and college students of international and cross-cultural marketing as well as international and intercultural business. It will also be of interest to business and marketing practitioners working in global contexts.\u003cbr\u003e  \u003cbr\u003e  \u003cstrong\u003eJulie Anne\u003c\/strong\u003e \u003cstrong\u003eLee \u003c\/strong\u003eis a Winthrop Professor in Marketing and the Director of Research and Research Training in the Business School at The University of Western Australia.\u003cbr\u003e  \u003cbr\u003e  \u003cstrong\u003eJean-Claude Usunier\u003c\/strong\u003e is an Emeritus Professor from the Faculty of Business and Economics at the University of Lausanne, Switzerland.\u003cbr\u003e  \u003cbr\u003e  \u003cstrong\u003eVasyl Taras\u003c\/strong\u003e is a Professor in the Bryan School of Business and Economics, University of North Carolina at Greensboro, USA.","brand":"MediaPlace","offers":[{"title":"Default Title","offer_id":57307436646782,"sku":"NW9781529754377","price":49.84,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1379\/1261\/files\/9781529754377.jpg?v=1778577065","url":"https:\/\/mediaplace.com\/products\/business-marketing-across-cultures","provider":"MediaPlace","version":"1.0","type":"link"}