Influence of cross-cultural aspects of marketing on practice of modern Russian business

It is necessary to take into account the cross-cultural aspect of marketing In the interest of increasing the effectiveness of marketing strategies of modern companies. At the same time, the cultural environment is structured, highlighting elements that influence the implementation of effective interactions with foreign partners. They include: language, religion, features of verbal and non-verbal communications, the form of presenting information, as well as the heterogeneity of the cultural environment of each country, the formation of subcultures. The practice of international marketing, taking into account its cross-cultural aspects, also makes it possible to formulate a number of key problems that depend on differences in national cultures and influence the activities of managers and marketers. Among them are the influence of the business culture of an international company; the use of differences in the laws of different countries in the activities of international companies; changing the role of corporate social responsibility. To introduce the aspects of cross-cultural marketing in modern Russian business practice, the following conditions must be taken into account: the forecasting process is based on the previous development experience of a particular country; The system of cross-cultural marketing should be based on the principles and methods typical for global international marketing, prevailing in countries with market economies; marketing system should be based on the concept of cross-cultural marketing and related theories, including an understanding of the cross-cultural characteristics of the behavior of people in different countries. Taking into account the cross-cultural aspects of marketing will improve the efficiency of the entire marketing system and management of Russian business, resist competitors and produce competitive products, which is especially important in the context of modern sectoral sanctions.