Decoding Multicultural Marketing
What’s the Story?
Once upon a time, people believed in myths, and one of them was globalization. Because of this belief, companies would not care about cultural differences among and within countries and would try to sell the same products to everyone. This lack of cultural awareness led several companies to big financial losses and spoiled their brand reputation abroad. Another myth was that multinational and multicultural marketing were the same. It was time to help marketers to understand that cultural codes are critical and know how to decode them when they are facing dilemmas.
Marketing is the quest for customer loyalty. By satisfying customers’ specific needs, companies try to acquire and retain ...
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