The crucial role of research in multicultural and cross-cultural communication

Emerald Group Publishing
Publication Type:
Journal Article
Journal of Communication Management, 2004, 8 (3), pp. 322 - 334
Issue Date:
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This paper examines cultural considerations specifically in the field of public relations and corporate communication in the Asia Pacific region which is comprised of a diverse range of cultures and has been identified as the largest market in the world. Thus, it is increasingly a focal point of global communication campaigns
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