Cultural context in marketing communication on international market
Journal Title: Marketing Instytucji Naukowych i Badawczych - Year 2014, Vol 12, Issue 2
Abstract
The goal of this article is to show in what way cultural factors can determine decisions in international marketing. Particular attention is devoted to the decisions associated with marketing communication, that is, the way in which cultural factors influence our preferences concerning the style of communication and what two basic styles are distinguished within intercultural communication. On the basis of particular examples it will be shown on the one hand in what ways these styles are visible in various forms of marketing messages coming from various countries. On the other hand it will also be shown in what way these messages reflect (very often unwittingly) the culture and the system of values of an organization of the place were the messages originated. Before we start discussing the above-mentioned issues, the basic assumptions of the cultural marketing, as well as the term of culture, its models and dimensions will be presented.
Authors and Affiliations
Dominika Hirsch
Keywords
Related Articles
- EP ID EP70763
- DOI 10.14611/minib.12.02.2014.08
- Views 127
- Downloads 0
How can we attract and keep young talents in the science sector? Work satisfaction and the inclination to change your workplace
Gradually dropping number of working age people, dropping rate of unemployment and continuously growing number of job vacancies, which remain open for a longer time, lead to a situation in which more and more often in th...
The impact of the Internet of Things on value added to Marketing 4.0
The evolution in the field of information technologies that has taken place in recent decades has transformed the world. The marketing sector has undergone similar changes. At present, the internet as a groundbreaking ac...
Putting science on the public agenda
The link between science and society is inevitable and becoming ever more important. Science is a relevant media content, but it needs to provide an interesting story in an attractive field. The question arises of how to...
The significance of a university for the development of local administration on the example of Polkowice, one of the richest communes in Poland
In this article the author discusses the image of a non-public university in the context of the imageof the local government which functions on the territory where the university is located. The author discusses the mutu...
HR Excellence in Research as an attribute of scientific institutions’ competitiveness
What plays a major role in the process of building the competitiveness of an organization is not just the ability to adapt to the changing conditions in the environment, but also acquiring characteristics distinguishing...