This document summarizes chapter 4 of a global marketing management textbook. It discusses how culture influences consumer behavior and business relationships. It defines culture and identifies key elements of culture, such as material goods, social structures, values and religion. It also compares cultural dimensions between eastern and western societies and identifies frameworks for analyzing cultural values, such as Hofstede's model. The chapter outlines how marketers can adapt to different cultures and the influence of culture on marketing mix elements. It concludes by discussing organizational culture, global account management and customer relationship management.