THE HOUR TO UNDERSTAND AND FAMILIARIZE WITH CULTURAL SETTINGS FOR MARKETING IN THE THIRD MILLENNIUM
Abstract
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
behavior 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 order to display the interactive relationship that prevails between culture and its attributes, and consumer behavior 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 strategies that should be adopted by a global marketer in order to avoid the cultural dilemmas. At best it will attempt to pin-point those areas of cultural settings that calls for intensive if not extensive understanding and familiarizing at the same note in this critical era of market competition as we head for the yet to be defined the third millennium.
References
Hill Inc
Cateora, P. R. 1993. International Marketing. 8th Ed. Chicago: Irwin Co.
Chisnal, P. R. 1986. Marketing Research. 3rd Ed. London: McGraw-Hill Inc.
Cui, G. 1997. Marketing strategies in a multi-ethnic environment. Journal of Marketing Theory and Practice (5) 1: 122-134.
Engel, J. F., T. D. Kollat, and D. B. Rogger. 1973 Consumer Behaviour. 1st Ed. New York: Holt Rinehert and Winston Co.
Evans, J. R., and B. Berman. 1990. Marketing, 4th Ed. , N.Y.: Macmillan Co.
Hall, E. T. 1960. The silent language of overseas business. Harvard’s Business Review (May-June): 87-97.
Karakaya, F., and M. J. Stahl. 1991. Entry Barriers and Market Entry Decisions, N.Y.: Quorum Books Ltd.
Kotler, P. 1988. Marketing Management, Analysis, Planning, and Control. 6th Ed. Englewood Cliffs, N. J,: Prentice Hall Inc.
Kotler, P., H. S. Ang, M. S. Leong, and T. C. Tan. 1996. Marketing Management: An Asian
perspective. N.Y.: Simon and Schuster Ltd.
Kotler, P., and G. Armstrong. 1996. Principles of Marketing. 7th Ed, N.Y.: Prentice Hall.
Loudon, L. D., and J. A. Della Bitta. 1979. Consumer Behaviour and Applications, N.Y.: McGraw-Hill Inc.
Powel, A. E. 1997. Islamic banking draws foreigners. Jakarta Post (8): Dec., 7.
Pride, W. M., and O. C. Ferrell. 1985. Marketing: Basic Concepts and Decisions. 4th Ed. Boston: Houghton Mifflin Co.
Russ, F. A., and C. A. Kirkpatrick. 1982. Marketing. Boston: Little Brown and Co.
Terpstra, V. 1978. The Cultural Environment of International Business. N.Y.: SouthWestern Co.
William, W. 1992. Advertising - Principle and Practice. New Jersey: Englewood Co.
Gadjah Mada International Journal of Business by Master of Business Administration, Faculty Economics and Business, Universitas Gadjah Mada is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
