Marketing Across Cultures - Couverture souple

Trompenaars, Fons; Woolliams, Peter

Couverture souple

ISBN 10 : 1841124710 ISBN 13 : 9781841124711

Editeur : Capstone Publishing Ltd, 2004

Synopsis

Book by Trompenaars Fons Woolliams Peter

A propos du livre

Revue de presse :

"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9 th November 04)

"...a well–written book with a good balance of commentary, and facts and figures..." (Edge, September 2005)

"No–one understands cultural differences better than Trompenaars. He′s one of the best speakers on this topic and it′s good news that he has turned his attention to marketing." (The Marketer, 1st September 2005)

"...a useful read for clients and agencies looking to penetrate foreign markets..." (Media Week, 9 th November 04)

"...a well–written book with a good balance of commentary, and facts and figures..." (Edge, September 2005)

"No–one understands cultural differences better than Trompenaars...He′s one of the best speakers on this topic..." (The Marketer, 1st September 2005)

Quatrième de couverture :

The marketing process is beset by dilemmas. Traditional theories about marketing break down when organisations are faced with new global markets with different cultural orientations. Trompenaars and Woolliams show how we can understand different markets and customer needs in a wide range of cultural contexts. They show that culture is the dominant factor that pervades all relationships and behaviours and most importantly of all meaning . It challenges every aspect of marketing. In short, culture is pervasive. Marketing Across Cultures will help you resolve the dilemmas and profit from a truly trans–national approach.

À propos de cette édition

• Éditeur: Capstone Publishing Ltd
• Date d'édition: 2004
• ISBN 10: 1841124710
• ISBN 13: 9781841124711
• Reliure: Broché
• Nombre de pages: 368