Usunier J.-C. (Jean-Claude) creator -uk London Prentice Hall 1996 Second Edition eng 576 p. The culturalvariable to national culture has been somewhat neglected in the theory and practice of international trade. This book seeks to redress this gap by adopting a cultural approach to international marketing. The second edition has more coverage of cultural variables such as religion and consumer behaviour, and new chapter on the cultural aspects of regional integration. ... n/29372 0132361752 101108 20260805123900.0 00000000000041357