Titlebook: Cross-Cultural Communication; Theory and Practice Brian J. Hurn,Barry Tomalin Book 2013 Palgrave Macmillan, a division of Macmillan Publish

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wide. It also includes the differences between ‘hard’ and ‘soft’ power. Examples are provided of the development of instruments for spreading cultural diplomacy through broadcast media, cultural missions and education, and the emergence of advertising concepts in the understanding of cultural diplom

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Overview: A comprehensive survey of the key areas of research in cross-cultural communication, based on the authors‘ experience in organizing and delivering courses for undergraduate and postgraduate students and in business training in the UK and overseas.978-1-349-35148-0978-0-230-39114-7

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ludes an examination of the cultural aspects of recruitment and the subsequent preparation for their assignments, in particular the various types of cross-cultural training and the agencies which provide the training. It also covers the repatriation of personnel after they have completed their assignment.

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onsiders the opposition to globalization and whether globalization has an effect on cultural convergence or divergence. The driving forces behind globalization are examined and the future trends in globalization are suggested, particularly with relevance to the BRICs:

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s endeavours to seek competitive advantage in exporting in the face of fierce global competition. It is helped by the liberalization of cross-border movements, primarily in the EU, and the use of electronic communication, research and market intelligence.

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and provide a basic theoretical and methodological approach to a clearer understanding of the relationship between culture and communication. This chapter aims to assess their key research and to show how their findings can be applied.