Publication detail
The influence of cultural aspects of strategic marketing in a multinational company
NAVRÁTILOVÁ, L. MILICHOVSKÝ, F.
Original Title
The influence of cultural aspects of strategic marketing in a multinational company
English Title
The influence of cultural aspects of strategic marketing in a multinational company
Type
conference paper
Language
en
Original Abstract
The paper deals with question how multinational companies can be successful in different entrepreneur environments. Fundamental of company success is supporting marketing activities to ensure company sales. At this time of growing migration and increased use of the Internet is important to know who our customers are and even who our employees are to satisfy both of them and assure the success. Strategy of every company deals with many cultural differences that are essential for understanding of different culture. The results of the study are describing relevant connection between culture and marketing in varied types of multinational organizations. The studies also outline the potential methods for further research focusing on the using cultural values and dimensions in a diverse business environment. The paper brings out the relationship of culture, marketing and management and the importance of culture aspects.
English abstract
The paper deals with question how multinational companies can be successful in different entrepreneur environments. Fundamental of company success is supporting marketing activities to ensure company sales. At this time of growing migration and increased use of the Internet is important to know who our customers are and even who our employees are to satisfy both of them and assure the success. Strategy of every company deals with many cultural differences that are essential for understanding of different culture. The results of the study are describing relevant connection between culture and marketing in varied types of multinational organizations. The studies also outline the potential methods for further research focusing on the using cultural values and dimensions in a diverse business environment. The paper brings out the relationship of culture, marketing and management and the importance of culture aspects.
Keywords
Strategic Marketing, Marketing effectiveness, Cultural Differences, Cultural Values
RIV year
2011
Released
25.04.2011
Publisher
MAGNANIMITAS
Location
Hradec Králové
ISBN
978-80-904877-3-4
Book
QUAERE 2011 - Interdisciplinary Scientific Conference for PhD students
Pages from
405
Pages to
412
Pages count
8
BibTex
@inproceedings{BUT37070,
author="Ludmila {Navrátilová} and František {Milichovský}",
title="The influence of cultural aspects of strategic marketing in a multinational company",
annote="The paper deals with question how multinational companies can be successful in different entrepreneur environments. Fundamental of company success is supporting marketing activities to ensure company sales. At this time of growing migration and increased use of the Internet is important to know who our customers are and even who our employees are to satisfy both of them and assure the success. Strategy of every company deals with many cultural differences that are essential for understanding of different culture. The results of the study are describing relevant connection between culture and marketing in varied types of multinational organizations. The studies also outline the potential methods for further research focusing on the using cultural values and dimensions in a diverse business environment. The paper brings out the relationship of culture, marketing and management and the importance of culture aspects.",
address="MAGNANIMITAS",
booktitle="QUAERE 2011 - Interdisciplinary Scientific Conference for PhD students",
chapter="37070",
howpublished="electronic, physical medium",
institution="MAGNANIMITAS",
year="2011",
month="april",
pages="405--412",
publisher="MAGNANIMITAS",
type="conference paper"
}