期刊名称：Journal for Advancement of Marketing Education
印刷版ISSN：2326-3296
电子版ISSN：1537-5137
出版年度：2016
卷号：24
页码：78
出版社：Marketing Management Association
摘要：Globalization is quickly becoming a permanent state of today's business affairs. With these changes, organizations and individuals are faced with a tremendous task of developing relationships and interacting with a culturally diverse customer base whose behaviors, attitudes, and values are embedded in their own cultural heritage. Salespeople that are either unwilling or unable to understand and recognize these challenges and adapt their selling behaviors accordingly to fit cross-cultural interactions will struggle to perform at a higher level in cross-cultural selling (Sebenius, 2002; Wade, 2004). The American Marketing Association Faculty Consortium on Professional Selling and Sales Management conducted a study using approximately one hundred sales educators, researchers, and practitioners to identify key teaching areas in selling and sales management and identified cross-cultural selling and diversity in the sales force as one of the key teaching developments for the future (Marshall & Michaels, 2001).
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