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Concept analysis of “cross-cultural marketing”: an exploration

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초록

Advances in international communication, travel and delivery systems have improvedmanufacturers’ ability to market products and services to other cultures and nations. In today’s competitive retail industry, cross-cultural marketing (CCM) is increasinglyimportant as more firms enter the international marketplace. Our purpose was toanalyze the concept of CCM, exploring how it is used and determining its attributes,antecedents, consequences, and empirical referents in order to clarify its meaning foruse in international marketing scholarship and practice and to aid in understanding andpromoting international trade and business relations.

Abstract

Advances in international communication, travel and delivery systems have improvedmanufacturers’ ability to market products and services to other cultures and nations. In today’s competitive retail industry, cross-cultural marketing (CCM) is increasinglyimportant as more firms enter the international marketplace. Our purpose was toanalyze the concept of CCM, exploring how it is used and determining its attributes,antecedents, consequences, and empirical referents in order to clarify its meaning foruse in international marketing scholarship and practice and to aid in understanding andpromoting international trade and business relations.

참고문헌 (45)

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