Marketing Across CulturesJean-Claude UsunierUnderstanding what is country-specific and what is universal is essential for the design of marketing strategies that can be successfully implemented across national markets. Marketing Across Cultures explores the theoretical and practical implications of thinking local but acting global. Unlike many texts, it emphasizes people, languages and cultures, and recognizes the diversity in local consumer knowledge and marketing practices. This approach, which is also followed by multinational companies, combines the search for global competitiveness with the necessary adjustment for local success.This successful text uses a two-stage cultural approach to exploring international marketing: ? A cross-cultural approach - this compares marketing systems and local commercial customs in various countries.' An inter-cultural approach - the study of interaction between business peoples of different national cultures.This third edition offers increased coverage of the globalization of markets, emphasizing in particular how consumer behaviour and marketing environments are converging at a global level while local customers still give very different meani.