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| Author: | Bush, V. D. Ingram, T. |
| Title: | Adapting to diverse customers. A training matrix for international marketers (Sales Management; Corporate Communication) |
| Journal: | Industrial Marketing Management
1996 : SEP, VOL. 25:5, p. 373-383 |
| Index terms: | |
| Freeterms: | MULTINATIONALE UNTERNEHMEN, KUNDE, VERKAUFSABTEILUNG |
| Language: | eng |
| Abstract: | The purpose of this paper is to develop a conceptual framework and matrix that incorporate the role of intercultural communications in developing international buyer/seller relationships. The framework focuses on the predispositions and abilities that marketers bring to an intercultural selling encounter and the consequences of these abilities in developing buyer/seller relationships. Implications for developing interculturally adaptive training programs are discussed. |
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