Bad Ads and Translation Blunders

Posted on May 10, 2012 by Terri Morrison

I Love You,

and other foreign language faux pas

As Alexander Pope said, “A little knowledge is a dangerous thing.” But could learning just a few phrases in a foreign language actually be hazardous? Yes and no.

In Madrid a few years ago, some coworkers and I stopped at a café for coffee. At least that’s what I ordered. My associate from England was more interested in a lovely cup of tea. But as he looked up at the stunning Spanish waitress, his basic Spanish 101 request came out as “Te quiero” (I love you) instead of “Quiero té” (I want tea). Lucky for him, the waitress smiled – and sat in his lap! Of course, he was dead chuffed (utterly delighted) and now loves Spain. However, language blunders and poor translations rarely work in our favor.

Many global firms have struggled with poor translations of everything from annual reports to brand names. Appropriate translations can be particularly challenging in a language that has a different writing system. In written Chinese, characters can represent abstract ideas, so names are very evocative. A poor choice is more than embarrassing; it can sink your business. But propitious ones sell products.

Adam Wooten, director of translation services at Lingotek (visit lingotek.com), described how Microsoft’s search engine, Bing, eluded disaster in China. “Some Chinese characters that sound like Bing can mean “sick” or have other negative connotations – which would not bode well for Chinese Internet users.” Fortunately, Microsoft identified this problem in its research and added another Chinese character, changing the pronunciation to Bi-ying. “Bi-ying basically means ‘certain to respond’ – a very auspicious phrase for a search engine,” Wooten says.

For every good Bi ying, or Kekou Kele (Coca-Cola’s Chinese moniker means “Delicious Happiness”) there are as many corporate brand name blunders. Check out these faux pas and see if you can match the tacky name with its company.

1) Incubus A) Nike

2) Mondelez B) Mercedes Benz

3) Air Bakin’, Air Grill, etc. C) Reebok

4) Bensi D) Kraft

Answers:

1, C: Yes, Reebok named a sneaker after a mythological demon who rapes women at night. It flopped.

2, D: Mondelez (pronounced Mohn-dah-LEEZ) is the new name for Kraft’s $35 billion snack foods company. Basically Mondelez violates three rules for a new brand name:

If you need the Oxford Guide to Etymology to explain how the word is pronounced and what it means, then it probably won’t be easy to remember.

If the word or acronym has any unpleasant connotations anywhere in the world, you might want to skip it. A little research reveals that in Russian, Mondelez is a lewd, crude, and socially unacceptable term. If you’re targeting Oreos consumers, you should probably strive for a PG rating.

Can you write it right? In Mondelez, the line above the second ‘e’ (called a “macron”) is not even consistently rendered in Kraft’s press releases. The Wall Street Journal reports a Kraft spokesperson saying: “This makes our marketing people sad.”

3, A: Nike was forced to recall thousands of pairs of Air Bakin’, Air BBQ, Air Grill, and Air Melt shoes because of a decoration intended to resemble fire on the back of the sneakers. Unfortunately, when viewed from right to left (which is the way Arabic is read), the flames resembled the Arabic word for Allah. Muslims saw this as a desecration on two levels:

The name of Allah may not be used on a product.

Arabic tradition deems the foot unclean. Facing worldwide protests and boycotts, Nike recalled the expensive sneakers. (On the good side, Nike’s brand name in China is Naike, which works well because it relates to endurance and perseverance.)

4, B: When Mercedes-Benz was initially translated for the Chinese market, it was rendered Bensi, which means “rush to die.” Fortunately, Stuttgart management made some changes and the brand became Benchi, or “run quickly as if flying.” Translation blunders are obviously embarrassing and expensive. But multinational firms seem at a loss sometimes to avoid errors in global communications. They turn to marketing research firms and forget about quality translations. Having your collateral translated well the first time is not only cost effective, it demonstrates respect for your prospects and clients.

As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Finding professional translators is relatively easy these days. LinkedIn has translation groups filled with professionals who would love to help. Try LinkedIn’s Language Jobs group (with over 20,000 members), Localization Professionals group, or the American Translators Associationto start, and post your jobs and questions in front of pros.

- See more at: http://www.businesstravelerusa.com/world-wise/bad-brands-and-translation-blunders#sthash.XnhG0ucY.dpuf

By Terri Morrison© Copyright 2014, All Rights Reserved

As Alexander Pope said, “A little knowledge is a dangerous thing.” But could learning just a few phrases in a foreign language actually be hazardous? Yes and no.

1) Incubus A) Nike

2) Mondelēz B) Mercedes Benz

3) Air Bakin’, Air Grill, etc. C) Reebok

4) Bensi D) Kraft

Answers:

1. C: Yes, Reebok named a sneaker after a mythological demon who rapes women at night. It flopped.

2. D: Mondelēz (pronounced Mohn-dah-LEEZ) is the new name for Kraft’s $35 billion snack foods company. Basically Mondelēz violates three rules for a new brand name:

If you need the Oxford Guide to Etymology to explain how the word is pronounced and what it means, then it probably won’t be easy to remember.

If the word or acronym has any unpleasant connotations anywhere in the world, you might want to skip it. A little research reveals that in Russian, Mondelēz is a lewd, crude, and socially unacceptable term. If you’re targeting Oreos consumers, you should probably strive for a PG rating.

Can you write it right? In Mondelēz, the line above the second ‘e’ (called a “macron”) is not even consistently rendered in Kraft’s press releases. The Wall Street Journal reports a Kraft spokesperson saying: “This makes our marketing people sad.”

3. A: Nike was forced to recall thousands of pairs of Air Bakin’, Air BBQ, Air Grill, and Air Melt shoes because of a decoration intended to resemble fire on the back of the sneakers. Unfortunately, when viewed from right to left (which is the way Arabic is read), the flames resembled the Arabic word for Allah. Muslims saw this as a desecration on two levels:

The name of Allah may not be used on a product.

4. B: When Mercedes-Benz was initially translated for the Chinese market, it was rendered Bensi, which means “rush to die.” Fortunately, Stuttgart management made some changes and the brand became Benchi, or “run quickly as if flying.” Translation blunders are obviously embarrassing and expensive. But multinational firms seem at a loss sometimes to avoid errors in global communications. They turn to marketing research firms and forget about quality translations. Having your collateral translated well the first time is not only cost effective, it demonstrates respect for your prospects and clients.

As Nelson Mandela said, “If you talk to a man in a language he understands, that goes to his head. If you talk to him in his language, that goes to his heart.” Finding professional translators is relatively easy these days. LinkedIn has translation groups filled with professionals who would love to help. Try LinkedIn’s Language Jobs group (with over 20,000 members), Localization Professionals group, or the American Translators Association to start, and post your jobs and questions in front of pros.

Avoid Blunders at Meetings in Asia-Pacific

Posted on April 27, 2012 by Terri Morrison

By Terri Morrison© Copyright 2014, All Rights Reserved

Corporate & Incentive Travel Magazine

While there are more than 7 billion people on our planet, the most populous nations are in Asia. This makes them an irresistible market for Western companies. Even if you just consider the Asian nations that border the Pacific, you are talking about nearly 2 billion people (more than 1.3 billion are in the People’s Republic of China alone). Also, Japan hosted more international conventions in 2010 than any other country except the USA.

These are highly competitive, expensive markets, filled with sophisticated executives who are determined to get the best possible deal. Since conventions and trade shows in Asia are pricey, it’s important to avoid preventable mistakes in these culturally diverse locations.

Tattoos and Other Blunders

Blunders happen even to experienced, well-financed exhibitors. For example, everyone knows that tattoos are gaining popularity worldwide. However, highly visible tattoos can still be unappealing to many Asian businesspeople.

Confucian principals espouse preserving the purity of the body, and tattoos were historically associated with criminal activity. Besides the traditional connotations, if your fabulous Japanese kanji or Chinese hanzi inscription has not been rendered perfectly on your neck, hand or ankle, it will be painfully obvious to every native speaker whom you meet. And we all know that bad translations and reversed characters abound. Hopefully you don’t have a permanent problem on your epidermis…but just to be sure, you might want to use some makeup to cover your body art while at work in Asia.

As you develop your marketing materials, be sure to avoid incorporating any video, commentary or graphic elements that may be politically incorrect in each target country. This can be a challenge in China. Pro-Taiwan, pro-Tibet, highly religious or patriotic remarks, or virtually any other data that can be considered politically charged can get your materials confiscated before they ever pass through customs. To be safe, firms often have their collateral materials for China developed, vetted and printed in Shanghai and Beijing.

In Indonesia and Malaysia, Muslim sensibilities are predominant. Indonesia is now well-known as having the largest population of Muslims in the world. Planners must be careful not to violate Muslim sensibilities. Pork and alcohol are prohibited under Islam so avoid depicting bacon, pepperoni, sausages or hot dogs made from pork in your materials. Also, in your printed materials images of people should be modestly clothed. Clearly, it is vitally important that you do not violate the local sensibilities.

With the exception of Japan and South Korea, you will find that business in many Asian countries is dominated by people of Chinese descent. So it is worthwhile to adjust to Chinese sensibilities and folk beliefs. In addition, when setting up a large booth at your expo, it should be in accord with the principles of feng shui. An expert in feng shui will insure that you have avoided clutter, that the flow is auspicious, and that you do not have any unlucky objects or “poison arrows” (sharp angles) in the booth. Certain symbols, numbers and colors are also considered lucky or unlucky. For example, do not use the number four because it is so inauspicious that new construction in Hong Kong usually does not even have a fourth floor. Eight, on the other hand, is a lucky number (remember that the Beijing Olympics started at exactly 8 seconds past 8:08 on 8/8/08). Red and gold are considered
auspicious colors. However, do not print anyone’s name in red: Some Buddhists only write a name in red when a person is deceased.

Tea and Hospitality

You may find hot tea served in booths at conventions in Asia and the Middle East. It is a way to encourage visitors to stay a little longer and enjoy your hospitality. Gil Cardon, convention manager for the Japan National Tourism Organization (JNTO) in
New York, knows that some types of tea may be more appealing than others for different events.

“Personally, my favorite is a casual tea called genmaicha. It is a green tea with a flavor of roasted brown rice and a great aroma,” he says. “Whatever you do though, do not pour sugar into it, or into any tea in Japan.” Saké was also served at a JNTO booth at an IMEX conference in Frankfurt: “Of course, we offered tea and coffee, but our saké tasting bar was very well received,” says Cardon.
Clearly, tea and coffee are an important partof the convention business. Since different countries have different traditions for preparing and presenting tea, you should hire a local caterer and take their advice. And if your caterer suggests that the prestige type of tea isn’t green but traditional black tea from an English company, they may be right. In the past few years, high-end British tea companies have had success importing traditional varieties such as Darjeeling and Earl Grey into China and Japan, where they command premium prices. It may seem counter-intuitive to bring tea to China, but that (and the saké) may be exactly what sets your convention booth apart!

http://www.themeetingmagazines.com/index1/portals/1/CIT2012/04/CIT_2012-04Apr_Column.pdf

Don’t Waste My Time!

Posted on April 27, 2012 by Terri Morrison

Although Keita Kadowki, director of sales and marketing at the New Otani Hotels, was exactly on time for his appointment in New York City, he was still concerned. “In Japan, you must be at leastfive minutes early for an appointment,” he explained, “or you appear ill-mannered.” Being early ensures that everyone will be comfortable and the meeting can begin promptly.

In Japan, Germany and the United States, we have a lot in common when it comes to how we manage time. But while you may run your day like a Swiss watch in your own country, time does not equate to money in much of Latin America, Africa or the Middle East.

Why is being late acceptable in some cultures? Isn’t 60 seconds the same everywhere? Actually, physicists and anthropologists both agree: No, it isn’t.

Time is relative, and perceptions of time vary widely. The cultural anthropologist Edward T. Hall considered some cultures “monochronic” (where time is closely managed) and others, “polychronic” (where relationships and personal priorities determine when things are done).

Different time zones, workweeks, and holidays only add to the complexities. To help us monochronics appreciate the diverse views of time, here’s a look at two primarily polychronic cultures: Saudi Arabia and Brazil.

Saudi Arabia

Punctuality and Appointments: As a foreigner, you are expected to be prompt in the Kingdom of Saudi Arabia. However, punctuality is not a traditional virtue for Saudis themselves. Never take umbrage at delays, because many Arabs already consider Westerners to be “slaves to the clock.” Your Arabic counterpart may be late, or might not show up at all.

In order to establish trust, your initial meeting may be spent entirely on small talk (your journey, your health, etc.). By the end of the meeting, a promising sign would be to obtain your prospect’s cell phone number, because texting is a far more common form of communicating with trusted associates than e-mails.

Prayers: Mecca is actually in Saudi Arabia, and the whole Islamic world turns in that direction to pray five times a day during: Fajr(dawn),Dhuhr(midday),Asr(afternoon),Maghrib(sunset) and Isha(evening).

If you are going to meet with observant Muslims in any country worldwide, plan your agendas around prayer times, and never step in between a worshipping Muslim and the direction of Mecca. The exact times of each prayer, the direction of Mecca and holiday information are available on smartphone apps and web sites like www.islamicfinder.org.

Workweek: A remarkable change occurred in 2013. Historically, the workweek was Saturday through Wednesday, because Friday is the Islamic holy day, and no business was traditionally conducted. However, Saudi Arabia changed its weekend to Friday/Saturday in 2013, purportedly for economic reasons. They expressed interest in coinciding with the calendars of international financial markets.

(Afghanistan still observes the Thursday and Friday weekend schedule.)

The Islamic calendar, called the Hijri, uses lunar months of 29 or 30 days, so contracts and documents should carry two sets of dates: the Western-designated C.E. (for Common Era) and the Islamic date, designated A. H., or H.

Considering the various workweeks, holidays and perceptions of time in different Islamic countries, it’s always wise to confirm appointments in advance.

Brazil

Punctuality and Appointments: In northern Brazil, Cariocas(people from Rio) may be more relaxed and less punctual than people from the south, particularly Paulistas(people from São Paulo). As a visitor, you should arrive promptly, but your Brazilian counterpart may be 15 minutes to an hour late. Never express irritation about a delay, and never overbook your schedule. Two appointments a day is a reasonable agenda in Rio.

A physically present person has priority in Brazil. Being there takes time, but it lets you build solid relationships – which is the primary way business gets done.

Workweek: Monday through Friday, but business hours vary. People from São Paolo often start earlier, have shorter lunches, and may discuss work after hours at restaurants and clubs.

Finally, if you want your appointments to run like clockwork in Rio or Riyadh, avoid doing business around holidays. Set aside your Rolex during Carnival, and pretend you’re a Carioca,too. Samba!

You Can’t Make Me!

Posted on March 21, 2012 by Terri Morrison

Getting a bit jowly? Going gray? If you’re from Nigeria or Japan – those signs of age can be an asset. Gray hair connotes gravitas and sagacity in many African and Asian societies, and puts you on a higher level in business and social hierarchies.

But in the US, senior managers may worry about their wattles and white streaks. The American Society of Plastic Surgeons reports that 13.8 million cosmetic procedures were performed in the US in 2011 – a 5 percent increase over 2010. It may sound superficial, but many baby boomers feel the need to compete against more youthful-looking co-workers. If a nip and tuck can help them get, or keep, that high-paying job, it’s evidently worth it.

If you ask South Americans to write down their top priorities in life, the #1 answer will be family. Nepotism is frowned upon in the US but in most of the world, people do business with people they know, trust, or are related to. Some, like Brazilians, consider nepotism a serious obligation, and will endeavor to help a large, extended circle of family members (which can number in the hundreds) to gain employment. The same is true in many parts of Asia and the Middle East.

Besides money, power, and family, here are three more top motivating factors to match with their respective countries:

1. Religious beliefs A) Japan

2. Leisure Time B) Saudi Arabia

3. Non-verbal praise C) Sweden

Answers: 1) B; 2) C; 3) A

1) If you live in a theocracy like Saudi Arabia or the Holy See (Vatican City), God tells you what to do. For example, the Koran prohibits charging interest, so if you want to open a bank in the UAE, or any other Islamic country, you will have to do so while abiding by Sharia law.

2) Since medical care, education, and many other programs are subsidized by the government, Swedes must fund these programs. Consequently, over 50 percent of a Swede’s salary generally goes to taxes, which is why extra leisure time is a great incentive to workers in many Nordic countries like Sweden.

3) According to Rochelle Kopp, an expert on doing business in Japan, the Japanese don’t like ebullient verbal recognition – (e.g.: “That was terrific!” “Great Job!”). Verbal praise violates Kaizen - the concept of continuous improvement. Plus, it’s embarrassing. However, Japanese workers aremotivated by non-verbal praise – like increased job responsibilities, invitations to lunch or dinner, or corporate golf outings. And souvenirs brought back from trips are always appreciated.

In a consensus-based culture like Japan, the paramount consideration is the agreement of the group, and it can take a good amount of time to achieve it. Never push to get to a decision too quickly. Researchers at the Harvard Business School inadvertently discovered that cultural truth when they tried to enlist corporations to participate in a survey on standards of conduct around the world.

In an article in the newsletter HBS Working Knowledge entitled “Creating a Global Business Code,” Professor Lynn S. Paine says “…in the United States you can get a quick yes in agreeing to participate, but when you get into actual implementation, the yes may turn into a no… in Japan, it’s likely that they’ll take a long time getting to yes. But after they commit to do it, they are really engaged. It was an interesting cultural difference.”

South Korea is another consensus-based culture, where the sensibilities of what is best for the largest possible group are important throughout every business meeting. Never try to sell a product based upon how it may benefit one person, one department, or sometimes, even one company. Work backward. Start your presentation by explaining how your product or service would benefit South Korea, then the company, then the group. Most South Koreans are very patriotic, and work that promotes the success of oo-ri-na-ra (our country) will resonate with them.

Sometimes avoiding trouble is the biggest motivating factor. Before you travel, register with your country’s embassy in each place you will visit, and ask for lists of any legal issues that you might unknowingly violate while you are there. (This includes driving regulations, drinking prohibitions, taboo items, etc.) Ignorance is no excuse. It’s also a good idea to check online for the latest travel, medical, and security alerts, available through government agencies such as the Bureau of Consular Affairs (travel.state.gov) or the Centers for Disease Control and Prevention (cdc.gov).

Vallego Community Examiner Article by Patricia Kutza

Posted on November 12, 2011 by Terri Morrison

Just in time for the holidays:

Kiss, Bow or Shake Hands: Sales and Marketing

Patricia Kutza Vallejo Community Issues Examiner November 11, 2011

http://www.examiner.com/community-in-san-francisco/just-time-for-the-holidays-kiss-bow-or-shake-hands-sales-and-marketing-review?CID=examiner_alerts_article

Welcome to another posting of our new series: Just in time for the holidays

We are reviewing books that we think provide excellent food for thought as we transition into the 2011 holiday season. These are titles that are also great candidates for gift-giving.

Title: Kiss, Bow or Shake Hands: Sales & Marketing

Author: Terri Morrison and Wayne A. Conaway

Publisher: McGraw-Hill Professional

Print ISBN: 9870071714044
Pages: 288
Print Price: $20.00

The Internet gives everyone the opportunity, by browsing millions of websites around the globe, to immerse themselves in the cultures of their choosing. Should you be one of these surfers, how about testing your knowledge with this quiz?

Q: You are traveling to South Korea to close a business deal. When facing your South Korean business partners, how close should you stand?

1) 1 foot

2) 2 feet

3) 9 inches

4) 3 feet

(***Find the answer at the end of this posting)

If this question makes you pause, it probably confirms the fact that there is lots of cultural information on the Net, but little practical (and current) advice about successfully practicing business around the world.

It's a very specialized niche that continues to be the unchallenged domain of authors Terri Morrison and Wayne A. Conway. Since the mid-nineties, their seminal book, Kiss, Bow or Shake Hands, has been the go-to bible for understanding all the subtleties of doing business around the globe.

What time should I arrive?

Their latest book, Kiss, Bow or Shake Hands: Sales & Marketing, is billed as the "Essential Cultural Guide--From Presentaions and Promotions to Communicating and Closing." While the book contains much of the wisdom of their classic publication, it takes a step further, concentrating on how all parts of a business strategy needs to be effectively tuned to cultural differences.

For example, company websites are now one of the critical cornerstones of a business strategy. The authors remind us: "Inadvertently selecting the wrong website layout, the wrong sales approach, or the wrong advertising hook can result in lost market share." Readers get very specific pointers per country about taboo subjects, colors, images and words to avoid or to emphasize.

We also like their sections, such as How Close Should I Stand?, Three Tips for Selling, Language and What Time Should I Arrive? Calibrated for doing business in twenty countries, each section offers many strategic suggestions for starting, closing and keeping business deals.

++++++++++++++++++++++++

***Answer: 3 feet (#4) (Just the right distance for the de rigueur bows between business clients

Dining Etiquette – Sushi and Soy Sauce

Posted on November 7, 2011 by Terri Morrison

Questions on Global Dining Etiquette:

Excerpted from a quiz in Kiss, Bow or Shake Hands: Sales and Marketing

Soy Sauce - 5,000 years and counting!

Soy sauce is made from the soy bean, which is one of China's five sacred grains. These have been quoted as: rice, wheat, barley, millet and soy beans. Experienced cooks and soy sauce connoisseurs can discern the quality of a soy sauce by the odor, color, salt content, and taste. There are many varieties, some with different additives, and all with their individual flavors.

TRUE or FALSE? When you eat sushi, keep the fish side up, and dip the rice side into your soy sauce (or soy sauce and wasabi mixture).

ANSWER: FALSE! If you dip the rice side in, you may leave some soaked rice in the bowl, which can look crude. Turn the sushi over, and dip the fish side into the soy sauce.

Do you eat your sushi with your fingers, or with chopsticks? And do you eat it all in one bite?

#1 Amazon.com Global Sales & Marketing AND #2 on Businessweek!

Posted on November 4, 2011 by Terri Morrison

Kiss, Bow or Shake Hands: Sales and Marketing is shipping! Thank you for making us Amazon.com's #1 in Kindle Global Sales and Marketing, and...#2 on Businessweek’s list of new business books!

Library Journal Review of Kiss, Bow or Shake Hands: Sales & Marketing

Posted on November 1, 2011 by Terri Morrison

Morrison, Terri & Wayne A. Conaway. Kiss, Bow, or Shake Hands: Sales and Marketing: The Essential Cultural Guide—from Presentations and Promotions to Communicating and Closing.

McGraw-Hill. Nov. 2011. c.288p. ISBN 9780071714044. pap. $20. BUS

This latest in the “Kiss, Bow, or Shake Hands” series is designed for sales and marketing people who frequently travel and do business with companies around the world. It covers countries on all seven continents, and individual country profiles cover such topics as population, median age, legal drinking age, descriptions of popular advertisements, the structure of the work week, how promptly one should arrive at meetings, what behaviors are considered polite and impolite, how much physical space to give another person, appropriate greetings and body language, good conversational icebreakers, when to give out business cards, the best ways to make a sale, and key language phrases and words. Readers are advised to arrive early for business meetings in Japan, to have business cards with Portuguese on one side and English on the other in Brazil, and never to show annoyance when someone is smoking nearby in Argentina—which along with Chile has the highest smoking rate in South America.

VERDICT This resource is full of clear explanations and practical advice and will be appreciated by businesspeople preparing for a trip overseas and by students of business who anticipate travel in their futures.

—Lucy T. Heckman, St. John’s Univ. Lib., Jamaica, NY
Link to original content

Press Release- Kiss, Bow, or Shake Hands: Sales and Marketing

Posted on November 1, 2011 by Terri Morrison

KISS, BOW, OR SHAKE HANDS: SALES & MARKETING
The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing

Terri Morrison and Wayne A. Conaway

The bestselling authors of Kiss, Bow, or Shake Hands bring you the new must-have guide
for sales and marketing professionals!

How do you break the ice in the UAE?
When should you bring out a contract in China?
How close should you stand to a South Korean?

Kiss, Bow, or Shake Hands: Sales & Marketing offers straightforward advice on how to sell in global markets, work with multinational teams, and interest international customers. If you’re wondering what drives purchasing decisions in Brazil, Russia, India, and China - or what advertisements are off-limits in Medina or Montreal, Terri Morrison, author of KISS, BOW, OR SHAKE HANDS: SALES AND MARKETING: The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing (McGraw-Hill Professional; November 2011; Paperback, $20.00), has the answers. As the authority on global business etiquette, her classic Kiss, Bow, or Shake Hands has been the quintessential guide for business travelers across the board. This focused follow-up book speaks directly to sales and marketing professionals who are traveling and conducting business with international clients.

As the global community comes closer together, Kiss, Bow, or Shake Hands: Sales & Marketing will be a valuable resource to every person in every industry around the world.
Gil A. Cardon , Convention Manager, Japan National Tourism Organization

Just as you can be a connoisseur of wine, Kiss, Bow or Shake Hands: Sales and Marketing can help make you a connoisseur of cultures, philosophies, business behaviors, and social practices. Read it not just for work, but for the human side as well.Giuseppe G. B. Pezzotti, Sr. Lecturer, Cornell University School of Hotel Administration

Focusing on sales and marketing spheres, Morrison guides professionals on how to greet global prospects, successfully negotiate sales, avoid costly and embarrassing marketing & advertising gaffes, and more. Kiss, Bow, or Shake Hands: Sales & Marketing leaves no stone unturned when it comes to cross-cultural communication for sales and marketing professionals, addressing such topics as:
    •    Icebreakers
    •    Global Advertising Guidelines
    •    Negotiating
    •    Workweeks and Holidays
    •    Closing the Sale
    •    Body Language and Attire
    •    Public Speaking and Presentations
    •    Design elements (Symbols, Numbers, Colors)
    •    Data Gathering
    •    Useful Foreign Phrases
    •    Marketing Blunder
    •    Dining Etiquette
    •    Global Trade Guidelines

This definitive business etiquette guide will give sales and marketing professionals the extra edge they need to succeed. Kiss, Bow, or Shake Hands: Sales and Marketing helps you understand your prospect before you pitch your product!

ABOUT THE AUTHOR

Terri Morrison is co-author of nine books, including Kiss, Bow or Shake Hands: The Bestselling Guide to Doing Business in More Than Sixty Countries (A Library Journal Best Business Books Winner and an Amazon.com Bestselling Business Etiquette Book) and Dun & Bradstreet’s Guide to Doing Business Around the World. She conducts seminars in intercultural communications, has written for many publications, and is President of Getting Through Customs, developers of Kiss Bow or Shake Hands Digital - available through McGraw-Hill Digital. She has appeared on CNN, CNBC, Bloomberg, and repeatedly on NPR. She has been profiled and quoted in The Wall Street Journal, Investor’s Weekly, USA Today, The Washington Post, The Los Angeles Times, The Philadelphia Inquirer, Fast Company, National Geographic Adventure, ESPN, Business 24/7, Fortune, Inc., AmEx Open Forum, FOCUS, Asia Times, and many more.

KISS, BOW, OR SHAKE HANDS: SALES AND MARKETING
The Essential Cultural Guide—From Presentations and Promotions to Communicating and Closing
November, 2011; Paperback; $20.00; 288 pages
MHID: 0071714049; ISBN: 9870071714044

For interviews, review copies, excerpts, or more information, please contact:

TerriMorrison@getcustoms.com or
Publicity, McGraw-Hill Professional: 212-512-3653