1. A Critical Review of Cross-Cultural Issues in Marketing Rese
... Morris once said, "until we achieve one world there is no such thing as international marketing, only localised marketing around the world." (Buzzel, 1968). For at least the immediate future, differences in nations will exist and this will call for cross-cultural marketing. Cross-cultural marketing can be defined as the strategic process of marketing among consumers whose culture differs ... from that of the marketer's own culture in at least one of the fundamental cultural aspects. These include language, religion, social norms and values, education and living style. Cross-cultural mar...
- Word Count: 2515
- Approx Pages: 10
- Grade Level: Undergraduate