ULUSLARARASI PAZARLAMA VE KÜLTÜR ETKİLEŞİMİ

Özet

It is certain that international marketing has been one of the crucial activities of businesses which want to keep up with the challenge of our times. For this reason, internationalization is a must for any firm that wants to survive in cut-throat competition. However, given the rigorous and different marketing environment where the firm intends to operate in, still, it is not easier to enter international markets. In order to shed a light on this issue, this article analyzes culture which is one of the important dimensions of the international marketing environment. From the standpoint of international marketing, this article examines the relation and interaction between marketing and culture.