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CULTURE WITHIN INTERNATIONAL TRADE THE CASE STUDY OF CHINA

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Author(s): Mansoor Maitah, Farhat Hammad

Journal: Social and Natural Sciences Journal
ISSN 1804-4158

Volume: 2;
Start page: 9;
Date: 2011;
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Keywords: Cross-culture | Marketing Communication Mix | Advertisement | China

ABSTRACT
In modern times, alongside with the globalization, the worldeconomy and market have been significantly developed andmarketing communication seems more important than everbefore. Businesses have to develop effective marketingstrategy, which increase their competitiveness in a globalmarket, while considering whether their marketing strategyoffers sufficient possibilities to build up effective relationshipsin specific parts of the world. As researcher will point out inthis study customer's behavior and value systems differconsiderably in various parts of the world. Advertising asimportant promotional tool, based on language andcommunication, is the most culture-bound element of themarketing mix. Therefore it is an important strategic decisionfor international marketers, whether to standardise theiradvertising worldwide or to adapt it to match the specificfeatures of various countries. The paper was processedwithin the framework of the Research Project of MSM6046070906 "The economics of Czech agricultural resourcesand their effective use within the framework of multifunctionalagri-food systems".
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