About this document
Understanding Cross-Cultural Marketing by Arthur Van Kerkhoven is a document available to read on EtoBox.
Cross-cultural marketing is important for companies to understand as markets in developed countries slow down and emerging markets present growth opportunities. However, few cultures are homogeneous and culture influences behavior in complex ways. To be successful internationally, marketers must understand how elements of culture like symbols, behaviors, and norms differ across cultures and may impact product perception or acceptance. Individuals can also choose how strictly to follow cultural norms dependi
- Author
- Arthur Van Kerkhoven
- Language
- EN