Kramer, Hugh E.; Herbig, Paul A. - In: Marketing Intelligence & Planning 12 (1994) 11, pp. 36-40
culturally based, it is of especial importance for the marketeer to understand another culture and the differences inherent … before he attempts to market goods or services to a foreign county. Culture preconditions a people to perceive, think, feel … and act in the norms of their own culture. Norms and values between two cultures frequently clash. Yet it is the …
