Marketing efforts are only effective when they take into consideration the culture and language of the target customers. For this reason, organizations should be familiar with the cultures and languages of any groups to which they wish to promote their products.
After reading the case study “Search Engines in Global Business” (pages 212-213) assess the catering search engines to local cultures.
Within today’s changing global business, what do you see happening in the next five years regarding search engines’ growth and country-specific issues?
Search engines carry national identities and cultures. Compare major search engines from each continent on the basis of their local characteristics and national identities.
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