Mapping cultural values for global marketing and advertising.
Marieke de Mooij, Cross Cultural Communication Company, The Netherlands
CULTURE'S CONSEQUENCE FOR GLOBAL MARKETING AND ADVERTISING
Globalization and modernization have led international companies to think that marketing, branding and advertising strategies should be standardized. The argument is that with the globalization of markets, information and communication, people's wants, needs and motives will become so similar that it will justify targeting uniform brands and advertising campaigns to consumers across cultures. Converging incomes across borders are expected to lead to similar consumption patterns and the global flows of information and communication are expected...