Międzykulturowa komunikacja marketingowa - mit czy wyzwanie?
Abstract
The main goal of the paper is a description and analysis the influence of culture on
a specifity of cross cultural marketing communications adressed to consumers. The author
presents the evolution of marketing communications’ role in a turbulent international environment
and systematises some key marketing communication models - Classic Mass Communications,
Integrated Marketing Communications and Marketing Network Communications
as well as Intercultural Marketing Communications’ Model. The main part of paper is devoted
to the presentation of so-called Cultural Marketing Analysis Framework which should be used
to an evaluation of cross cultural marketing messages. In the conclusions, author suggests that
academics and practitioners of marketing should mainly focus their cognitive efforts on the
development of tools and procedures which would enable them the use of different national
and ethnic cultures as innovation makers in a process of product/brand development.
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