Great part of the efforts in international marketing and market segmentation focus on the comprehension and measurement of personal values in different cultures. The participation of the Asian cultures and specially Southeast Asia in the international environment is becoming stronger. Besides, the external relations between Brazil and these countries are increasing. The goal of this book is to understand the concepts of culture, values and segmentation and to identify the similarities between Thai and Brazilian personal values. Through the application of the Rokeach Value Survey, several...