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Download full textNeff, Bonita Dostal – 1992
In 1990 Daniel Bellack advised in an article that business people should "give up the search for the fabled 'global customer.' There's no such thing. Instead, be sure you understand each local market--it's custom, culture, and, of course, language." Understanding each local market is a big challenge for the communication professional in…
Descriptors: Business, Cultural Differences, Females, Higher Education
