Culture‐specific Marketing Communications: An Analytical Approach

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.

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