search query: @author Bush, V. / total: 5
reference: 5 / 5
« previous | next »
| Author: | Bush, V. Ingram, T. |
| Title: | Adapting to diverse customers: a training matrix for international marketers |
| Journal: | Industrial Marketing Management
1996 : SEP, VOL. 25:5, p. 373-384 |
| Index terms: | INDUSTRIAL MARKETING MANAGEMENT CUSTOMERS |
| Language: | eng |
| Abstract: | Despite the importance of revenue potential of global markets, many companies still fail to train marketers to interact with diverse customers. Too often, international marketers are caught off guard in how to approach and respond to customers of different cultures. This lack of sensitivity can put companies at a competitive disadvantage. The purpose of this paper is to develop a conceptual framework and matrix that incorporate the role of intercultural communication in developing international buyer-seller relationships. |
« previous | next »
SCIMA