Approaches and Research Methods in Intercultural Marketing

Krystyna Mazurek-Łopacińska , Magdalena Sobocińska

Abstract

In conditions of internationalisation of activities of enterprises, growing importance of marketing research that enables recognition of culturally determined consumers’ behaviours is observed. Knowledge about cultural differences developed during research provides the basis for making decisions concerning the scope of standardisation and adaptation of strategies and marketing programs on particular markets. The goal of the paper is to show approaches and research methods that find application in making decisions in intercultural marketing. Research model based on cultural approach that takes into consideration cultural circles as well as types and dimensions of cultures, decision problem, procedure and research methods and techniques are the result of considerations and analyses.
Author Krystyna Mazurek-Łopacińska (ES / IM / DMR)
Krystyna Mazurek-Łopacińska,,
- Department of Marketing Research
, Magdalena Sobocińska (ES / IM / DMR)
Magdalena Sobocińska,,
- Department of Marketing Research
Pages139-148
Publication size in sheets0.5
Book Krnacova Paulina (eds.): The Proceedings of the 17th International Joint Conference Central and Eastern Europe in the Changing Business Environment, 2017, Vydavateľstvo EKONOM, University of Economics in Bratislava, ISBN 978-80-225-4385-9, 291 p.
Keywords in Englishmarketing, culture, marketing research, triangulation
Languageen angielski
Score (nominal)5
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