Międzykulturowa komunikacja marketingowa - mit czy wyzwanie?

Abstract

The main goal of the paper is a description and analysis the influence of culture on a specifity of cross cultural marketing communications adressed to consumers. The author presents the evolution of marketing communications’ role in a turbulent international environment and systematises some key marketing communication models - Classic Mass Communications, Integrated Marketing Communications and Marketing Network Communications as well as Intercultural Marketing Communications’ Model. The main part of paper is devoted to the presentation of so-called Cultural Marketing Analysis Framework which should be used to an evaluation of cross cultural marketing messages. In the conclusions, author suggests that academics and practitioners of marketing should mainly focus their cognitive efforts on the development of tools and procedures which would enable them the use of different national and ethnic cultures as innovation makers in a process of product/brand development.