Handbook of Cross-Cultural MarketingAuthor :
Paperback
Published : Tuesday 4 November 1997
Description
Going global can be risky business if you dont divest yourself of your ethnocentric thinking. You have to take into consideration your new markets language, work schedules, tastes, lifestyle choices, and cultural associations, and this is the book to help you do that! Handbook of Cross-Cultural Marketing shows you how to sensitize your marketing approaches to the cultural norms and taboos of other societies, as well as the importance of demonstrating an interest in and appreciation of different cultures.
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