The Hour to Understand and Familiarize With Cultural Settings for Marketing in The Third Millennium  

Oleh:

Simon, Wachinga Gikonyo

Jenis: Article from Journal - ilmiah nasional - tidak terakreditasi DIKTI
Dalam koleksi: International Journal of Business vol. 1 no. 2 (Sep. 1999), page 133-143.
Topik: global market; consumer behaviour; cultural settings; global market opportunities; marketign strategies; third millenium

Ketersediaan

Perpustakaan Pusat (Semanggi) Nomor Panggil: II51.1 Non-tandon: 1 (dapat dipinjam: 0) Tandon: tidak ada

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Isi artikel

Much of the literature about culture is related to the crafting of strategic organizational culture. This is viewed as a lee - way to attainment of competitive advantage in the field of quality production at the expense of the impact that culture could have in not only influencing the consumer behaviour but more importantly in designing and planning marketing strategies in the era of globalization. This paper, therefore, undertakes to examine various cultural settings and along which their implications will be dealt with in detail in oder to display the interactive relationship that prevails between culture and its attributes, and consumer behaviour on one hand, and the implication of their interaction to strategize for global market opportunities by avoiding culture - marketing clash on the other hand. This paper will not provide a set of proposed strategize that should be adopted by a global marketer in order to avoid the cultural dilemmas. At best it will attempt to poin - point those areas of cultural settings that calls for intensive if not extensive understanding and familiarizing at the same not in this critical era of market competition as we head for the yet to be defined the third millenium.

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