The Cultural Adaptation of the Marketing Mix

Giovanna Magnani
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Giovanna Magnani: University of Pavia

Chapter Chapter 4 in Marketing in Culturally Distant Countries, 2022, pp 93-130 from Springer

Abstract: Abstract This chapter discusses the four elements of the marketing mix, product, price, place, and promotion, and how they might be modified in foreign markets in consequence of the influence of local culture and market specificities. The main factors that affect such decisions are illustrated, together with some reflections about current evolving marketing trends, especially regarding digitalization and the hybridization of culture.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:spr:isichp:978-3-031-04832-6_4

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DOI: 10.1007/978-3-031-04832-6_4

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