Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe.

Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural difference...

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Bibliographic Details
Main Authors: Svobodova, Petra, Gnyria, Anna
Format: Others
Language:English
Published: Karlstads universitet, Avdelningen för företagsekonomi 2013
Subjects:
Online Access:http://urn.kb.se/resolve?urn=urn:nbn:se:kau:diva-27896