For the inexperienced marketer, the similar-but-different aspect of culture creates an illusion of similarity that usually does

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For the inexperienced marketer, the similar-but-different aspect of culture creates an illusion of similarity that usually does not exist. Discuss and give examples.

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International marketing

ISBN: 978-0077446956

15th Edition

Authors: Philip R. Cateora, Mary C. Gilly, John L. Graham

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