7 Secrets of Marketing in a Multi-Cultural World

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7 Secrets of Marketing in a Multi-Cultural World offers strategies for applying cultural archetypes and "the logic of emotion" to enhance the effectiveness and profitability of marketing efforts. Focusing on the correct cultural archetypes is essential for achieving corporate marketing goals. It is crucial for corporate executives, marketing managers, advertising agencies, and salespeople to navigate the diverse array of minority cultures at home and the various markets, cultures, traditions, perceptions, and customs abroad. This book explains that violating cultural archetypes triggers strong defensive mechanisms within a culture against a product; the key to inter-cultural communication and commerce lies in the ability to decode culture; misunderstandings of cultural archetypes lead to misinterpretations of why sales pitches, presentations, and product offerings succeed or fail; and we never have a second chance to make a first impression.