Culture‐specific Marketing Communications: An Analytical Approach
- 1 February 1991
- journal article
- Published by Emerald Publishing in International Marketing Review
- Vol. 8 (2)
- https://doi.org/10.1108/02651339110004078
Abstract
Cultural factors have tremendous impact on cross‐national communication, and it is in the area of cross‐cultural communications that most blunders in international marketing occur. Using Hofstede′s four discussions of culture, this article provides a generalisable framework to assess the effectiveness of cross‐cultural communication. The application of the proposed framework has been demonstrated in the context of promoting international tourism.Keywords
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