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"This book provides both empirical and theoretical research focused on ways that business professionals and organizations are breaking down cultural and languag

One of the most challenging obstacles for many businesses in successfully reaching a global market stems from cultural and language barriers and the lack of a c

In the increasingly competitive global market, successful and meaningful intercultural advertising plays a key role in reaching out to consumers from diverse la

With changing economic and social environmental conditions and diversified consumer attitudes, national and international competition has increased among retail

The growth of internet access and the entry of smartphones into everyday life has provided a revolutionary way for consumers to interact with businesses through