The role of culture in the determination of a standardized or localized marketing strategy
Given that culture is an important factor in the international environment, it is a necessity that culture be well understood in order to achieve success in international marketing strategies. Previous research focused more on the broader influence of culture on marketing strategies, with few studie...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
AOSIS
2008-06-01
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| Series: | South African Journal of Business Management |
| Online Access: | https://sajbm.org/index.php/sajbm/article/view/559 |