<p>In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. </p> <p> </p> <p> <i>Marketing Across Cultures</i> examines how multinational companies can appreciate and adapt to international diversity. By comparing national marketing systems with local commercial customs, Usunier and Lee use a cross-cultural approach that provides essential information on how marketing strategies can be implemented in different national contexts. </p> <p> </p> <p>Full of up-to-date examples, numerous illustrations and using clear language, this text will guide students through key cultural marketing issues. </p>