Providing in-depth analysis, this book enables readers to understand the theoretical aspects of personal selling and explores the difficulties of selling services which are sensitive to cultural, age and gender differences, and to customers originating from diverse cultural zones. Agents and...

Learning about the other culture is very important starting point. Culture is a basic definition. First of all, in the context of cultural awareness, we have to understand what culture refers to. For this purpose, let's simply define culture as all the (often unspoken) standards and (mostly...