International Marketing Culture
Bibliographic Data
| ID | 23621368 |
|---|---|
| Authors | Rudolf R Sinkovics (0000-0002-4471-5054, University of Manchester, corresponding author) |
| Year | 2015 |
| Pages | 1-2 |
| Publication date | 2015-01-21 |
| Open Access | Yes |
| Type | CHAPTER |
| Venue | Wiley Encyclopedia of Management (SOURCE_BOOK) |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/9781118785317.weom090484 |
| OpenAlex | W1578523050 |
| ISBN | 9781118785317 |
| Language | EN |
| References cited | 12 |
International marketing culture refers to the diversity of cultural dimensions across countries and the impact of these differences on company strategy, planning and performance. Cultural aspects of marketing are widely discussed around dimensions of the international marketing environment and in relation to the international marketing mix. A key issue is the perennial debate about standardization versus adaptation.
Adaptation (eye) · Business · Diversity (politics) · International marketing · Marketing management · Marketing mix · Marketing strategy · Political science · Relation (database) · Standardization · Computer Science · Customer Service Quality and Loyalty · International Business and FDI · International Student and Expatriate Challenges · Marketing · Psychology
| Highly cited | No |
|---|