Cross-Cultural Marketing Strategies: Bridging the Gap in International Management
Cross-Cultural Marketing Strategies: Bridging the Gap in International Management

Author(s): Brunela Trebicka
Subject(s): Social Sciences, Economy, Business Economy / Management, Sociology, Management and complex organizations, Marketing / Advertising, Socio-Economic Research
Published by: Университет за национално и световно стопанство (УНСС)
Keywords: Cross-cultural marketing; Consumer behavior; Brand perception; International management; Cultural dimensions; Localization strategies
Summary/Abstract: This paper examines the role of cross-cultural marketing in international management and marketing, focusing on understanding consumer behavior and brand perception in diverse cultural contexts. Drawing upon the literature in the field, the study investigates the impact of cultural dimensions on consumer preferences, purchasing decisions, and brand perception. It explores effective strategies for adapting marketing efforts to accommodate cultural differences and foster customer engagement in international markets. The research employs a mixed-methods approach, combining quantitative surveys and qualitative interviews with marketing professionals. The findings emphasize the importance of aligning marketing communications with cultural values, employing localization strategies, and building authentic and emotionally resonant connections with consumers. Practical implications and recommendations are provided for firms operating in international markets. This research contributes to the existing body of knowledge on cross-cultural marketing and provides insights to enhance marketing strategies in diverse cultural contexts.

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