Marketing resources’ efficiency in the national cultures context
Автор: Kizim Anatoly Aleksandrovich, Soboleva Victoria Vladimirovna
Журнал: Теория и практика общественного развития @teoria-practica
Рубрика: Экономические науки
Статья в выпуске: 3, 2013 года.
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The article covers conception of cross-cultural competence of the enterprise and substantiates necessity of its application with consideration for the current globalization processes. The authors study the main components of the culture and its correlation with consumers’ behavior. The article considers marketing activities from the perspective of the two approaches: strategies of standardization and adaptation with their advantages and limitations.
Marketing activities, cross-cultural competence, strategy, business environment, consumer's behavior, business entity, cultural parameters
Короткий адрес: https://sciup.org/14935254
IDR: 14935254
