Detail publikačního výsledku

The influence of cultural aspects of strategic marketing in a multinational company

NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.

Original Title

The influence of cultural aspects of strategic marketing in a multinational company

English Title

The influence of cultural aspects of strategic marketing in a multinational company

Type

Paper in proceedings (conference paper)

Original Abstract

The paper deals with question how multinational companies can be successful in different entrepreneur environments. Fundamental of company success is supporting marketing activities to ensure company sales. At this time of growing migration and increased use of the Internet is important to know who our customers are and even who our employees are to satisfy both of them and assure the success. Strategy of every company deals with many cultural differences that are essential for understanding of different culture. The results of the study are describing relevant connection between culture and marketing in varied types of multinational organizations. The studies also outline the potential methods for further research focusing on the using cultural values and dimensions in a diverse business environment. The paper brings out the relationship of culture, marketing and management and the importance of culture aspects.

English abstract

The paper deals with question how multinational companies can be successful in different entrepreneur environments. Fundamental of company success is supporting marketing activities to ensure company sales. At this time of growing migration and increased use of the Internet is important to know who our customers are and even who our employees are to satisfy both of them and assure the success. Strategy of every company deals with many cultural differences that are essential for understanding of different culture. The results of the study are describing relevant connection between culture and marketing in varied types of multinational organizations. The studies also outline the potential methods for further research focusing on the using cultural values and dimensions in a diverse business environment. The paper brings out the relationship of culture, marketing and management and the importance of culture aspects.

Keywords

Strategic Marketing, Marketing effectiveness, Cultural Differences, Cultural Values

Key words in English

Strategic Marketing, Marketing effectiveness, Cultural Differences, Cultural Values

Authors

NAVRÁTILOVÁ, L.; MILICHOVSKÝ, F.

RIV year

2012

Released

25.04.2011

Publisher

MAGNANIMITAS

Location

Hradec Králové

ISBN

978-80-904877-3-4

Book

QUAERE 2011 - Interdisciplinary Scientific Conference for PhD students

Pages from

405

Pages to

412

Pages count

8

Full text in the Digital Library

http://hdl.handle.net/

BibTex

@inproceedings{BUT37070,
  author="Ludmila {Navrátilová} and František {Milichovský}",
  title="The influence of cultural aspects of strategic marketing in a multinational company",
  booktitle="QUAERE 2011 - Interdisciplinary Scientific Conference for PhD students",
  year="2011",
  pages="405--412",
  publisher="MAGNANIMITAS",
  address="Hradec Králové",
  isbn="978-80-904877-3-4"
}