THE IMPORTANCE OF CULTURE IN INTERNATIONAL MARKETING
Journal Title: EMC Review: Časopis za ekonomiju i tržišne komunikacije - Year 2014, Vol 7, Issue 1
Abstract
International business in general, especially the international marketing represents not just economic but also cultural and social phenomenon. The purpose of this work is to show theoretically the all aspects of culture that are essentially important for business people and companies in theit international approach to marketing, starting from language and understanding, aesthetics values, attitudes and beliefs, religion to the elements of the material culture. A society culture includes both material aspects – belifes, ideas and values that make up a content of a society and material aspects – objects, symbols or technology through which the content of the culture is expressed. The impact of the culture on international marketing and decision – making is rapidly growing, especially in the time we are living in, which is characterized by the high level of trade liberalization, market expansions, globalization, economics integration, international business and marketing – oriented companies that their decisions coordinate with the requirements of the last consumers. If the last consumer is from the international surroundings it is necessary for marketing manager to be informed about the culture he comes from. This further leads to easier determination and definition of his needs and requirements on what basis international marketing companies create their marketing strategy and concept. The aim of this work is also to point out the significant importance of knowing the culture of the international area where the company wants to do its business.
Authors and Affiliations
Maja Đokić, Jovana Gardašević
Keywords
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