Chapters authored
Perspective Chapter: Culture in Marketing Communication
Culture plays a major role in the marketing activities of the business organization and consumers are the product of their culture. Global brand can exist but the consumers consume locally, that means consumer culture influences the product strategies, pricing strategies and promotional strategies of the organization. In this chapter, we will look how consumer culture affects the marketing communication strategies of the business company. Therefore, the objective of this chapter is to summarize and present the effect of culture on marketing communication. Culture manifests itself in the day-to-day activities of the people as symbols, heroes, rituals and values. Hence, this chapter theoretically explains the effect of symbols, heroes, rituals and values on marketing communication strategies of the organization. The chapter further explains the concept of culture in national marketing communication mix, and culture in international marketing communication mix. Also, this chapter will explain the suitability of cultural adaptation in marketing communication strategies.
Part of the book: Management in Marketing Communications [Working title]