Understanding culture in international marketing

Date of publication: June 15, 1991

Author: Mary Goodyear


Culture is a word frequently used but insufficiently defined and delineated, especially in the marketing context. This paper offers some definitions of culture and its component dimensions, which are intended to be of use to marketing decision-makers. The importance of exploring and cataloguing the new cultural dimensions of the consumer society is stressed, and some candidates for inclusion are proposed.

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