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