Significance of national culture in international marketing
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Переглянути архів Інформація| Поле | Співвідношення | |
| Title |
Significance of national culture in international marketing
Значение национальной культуры в международном маркетинге |
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| Creator |
Żbikowska, Agnieszka
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| Subject |
culture
national culture international marketing |
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| Description |
The purpose of the article is to present the significance of national culture for broadly-understood activities in the scope of international marketing. National culture may affect the selection of market entry modes, conducting marketing research, market segmentation and the shape of particular marketing tools. The impact of national culture on international marketing may be considered from the two perspectives, being the classification of national cultures and particular elements composing culture. Knowledge of national cultures is particularly important to managers responsible for marketing, since it constitutes a significant factor of the foreign environment. On the other hand, though, knowledge in this field is gained with experience; in many cases it is not easily available, it requires carrying out intensive market research and consumer research. |
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| Publisher |
ДВНЗ «Київський національний університет імені Вадима Гетьмана»
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| Date |
2016-09-15T11:35:27Z
2016-09-15T11:35:27Z 2015 |
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| Type |
Article
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| Identifier |
Żbikowska Agnieszka. Significance of national culture in international marketing / A. Żbikowska // Економіка та підприємництво : зб. наук. пр. молодих учених та аспірантів : у 2 ч. / М-во освіти і науки України, ДВНЗ «Київ. нац. екон. ун-т ім. Вадима Гетьмана» ; редкол.: С. І. Дем’яненко (відп. ред.) [та ін.]. – Київ : КНЕУ, 2015. – Вип. 34–35, ч. 2. – С. 268–277.
http://ir.kneu.edu.ua:8080/handle/2010/19378 |
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| Language |
en
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