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Raffield, Barney T., III – 1988
The concept of cultural universals, the basic needs shared by people around the world, is a critical concept in assessing the impact of culture on decisions about the international marketing of goods and services. In most cases, international marketers have little need to understand all the ways in which their culture differs from the culture of…
Descriptors: Business Administration, Cultural Awareness, Cultural Influences, Intercultural Communication
