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Burton Dawn - Cross - Cultural Marketing Theory Practice And Relevance - Paperback Travel Maps Captive JRE 6 Companion Website:Binding: Paperback Description: Cross cultural marketing is an important element of the contemporary business environment. Many conventional accounts of the topic have conflated cross cultural and cross national marketing but in this groundbreaking new book Burton argues that these generalizations have little meaning given the extent of multi culturalism in many societies. Given the importance of new emerging markets in the Far East Middle East Asia