UTICAJ KULTUROLOŠKIH FAKTORA NA OBLIKOVANJE MARKETINŠKOG MIKSA U MEĐUNARODNOM OKRUŽENJU
Keywords:
culture, cultural factors, marketing-mix, international environment, adaptation of marketing-mixAbstract
In this paper, we discuss the influence of culture on individual marketing instruments in international business environment. Having in mind that culture is very wide category, discussing her influence on marketing-mix of internationally oriented enterprise includes decomposition of that influence per individual elements of culture (cultural factors), as well as per individual marketing instruments. Influence of cultural factors on shaping of international marketing-mix is observed in context of its intensity on individual marketing instruments, as well as in context of its proximity. By this approach, we aimed to point out the manner, the character and the significance of each cultural factor’s influence on marketing-mix adaptation in international business environment. We also pointed out the influence of subculture and globalization, as additional factors in that process.References
Berkowitz, Eric N. [et al.], Marketing, Irwin/McGraw-Hill, 1997.
Галогажа, Милан, Принципи маркетинга, књиге 1 и 2, Copyright by Milan Galogaža, 1998.
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Kotler, Philip., Marketing Management - Millennium Edition, Prentice Hall, 2000.
Ракита, Бранко, Међународни маркетинг, Економски факултет Београд, 2001.
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2007-06-15
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Preliminary Communication
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Copyright (c) 2007 Zbornik radova Ekonomskog fakulteta u Istočnom Sarajevu
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UTICAJ KULTUROLOŠKIH FAKTORA NA OBLIKOVANJE MARKETINŠKOG MIKSA U MEĐUNARODNOM OKRUŽENJU. (2007). Zbornik Radova Ekonomskog Fakulteta U Istočnom Sarajevu, 1, 129-145. https://ojs.zrefis.ekofis.ues.rs.ba/zrefis/article/view/382
