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Culture‐specific Marketing Communications: An Analytical Approach

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 February 1991

Abstract

Cultural factors have tremendous impact on cross‐national communication, and it is in the area of cross‐cultural communications that most blunders in international marketing occur. Using Hofstede′s four discussions of culture, this article provides a generalisable framework to assess the effectiveness of cross‐cultural communication. The application of the proposed framework has been demonstrated in the context of promoting international tourism.

Keywords

Citation

Kale, S.H. (1991), "Culture‐specific Marketing Communications: An Analytical Approach", International Marketing Review, Vol. 8 No. 2. https://doi.org/10.1108/02651339110004078

Publisher

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MCB UP Ltd

Copyright © 1991, MCB UP Limited