Reciprocity of Marketing & Culture
INTRODUCTION The growing interdependence of global markets has made a more compelling case for culture as an increasingly significant variable in marketing efforts. For one, products and services produced at a global scale find more diverse platforms, particularly across virtual media. The pace, scale and content of products and/or services are, moreover, making an increasing case for more standardized offerings across different marketing contexts. Typically, consumer behavior metrics – including, most notably, conventional market research and more innovative approaches as data analytics platforms and applications – are adopted in order to identify consumer behaviors and needs. This approach to consumer behavior ...
