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
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- EP ID EP70763
- DOI 10.14611/minib.12.02.2014.08
- Views 115
- Downloads 0
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