Cover -- Half Title -- Title -- Copyright -- Contents -- Preface -- Acknowledgments -- 1 The Globalization Imperative -- 2 Decoding Culture: The Basics of Cultural Literacy -- 3 Universal Criteria for Understanding Cultures -- 4 Conceptual East-West Differences: Psychological Processes,...

"This book offers the most relevant theories about culture and European market segmentation as well as providing updated data for the evaluation and analyses of the European consumption patterns in the beverage market"--Provided by publisher.