Abstract
Today’s sales managers need comprehensive multicultural training to successfully prepare their sales forces to sell in increasingly diverse domestic and foreign markets. Yet, the sparse literature on sales management training indicates that most sales managers do not receive any training for their multicultural roles. Unless sales managers begin receiving multicultural training, their sales forces and their companies will have difficulty competing in the 21st Century.
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© 2015 Academy of Marketing Science
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Anderson, R., Mehta, R. (2015). Training Multicultural Sales Managers. In: Choudhury, P. (eds) Proceedings of the 1996 Multicultural Marketing Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17395-5_14
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DOI: https://doi.org/10.1007/978-3-319-17395-5_14
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17394-8
Online ISBN: 978-3-319-17395-5
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