Certainly people of different cultures have different opinions regarding what is ethical or not and that is why controversies and tensions may occur. In order to avoid the misunderstandings or conflicts, the managers must have good knowledge about the different cultural values and adjust to...

The fundamental elements of the individuals’ behavior which are also reflected in their consumption behavior, in the marketing literature, are the following: language, non-verbal language, religion, values and attitudes, consumption customs, material elements, aesthetics. In the present...