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Culturespecific Marketing Communications An Analytical Approach

Culturespecific Marketing Communications An Analytical Approach Cultural factors have tremendous impact on crossnationalcommunication, and it is in the area of crosscultural communicationsthat most blunders in international marketing occur. Using Hofstedesfour discussions of culture, this article provides a generalisableframework to assess the effectiveness of crosscultural communication.The application of the proposed framework has been demonstrated in thecontext of promoting international tourism. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

Culturespecific Marketing Communications An Analytical Approach

International Marketing Review , Volume 8 (2) – Feb 1, 1991

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References (19)

Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/02651339110004078
Publisher site
See Article on Publisher Site

Abstract

Cultural factors have tremendous impact on crossnationalcommunication, and it is in the area of crosscultural communicationsthat most blunders in international marketing occur. Using Hofstedesfour discussions of culture, this article provides a generalisableframework to assess the effectiveness of crosscultural communication.The application of the proposed framework has been demonstrated in thecontext of promoting international tourism.

Journal

International Marketing ReviewEmerald Publishing

Published: Feb 1, 1991

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