The Human Factors

Prof Rajagopal

Chapter 9 in Managing Social Media and Consumerism, 2013, pp 173-194 from Palgrave Macmillan

Abstract: Abstract The extent of cultural influence varies in accordance with the nature of industrial and consumer products and services. Consumer products, by virtue of the ways they are marketed—which include mass advertising, sales promotions, and personal selling tend to require a strong degree of cultural awareness since this knowledge relates to the human communication in the selling process. On the contrary, industrial products may have fewer requirements for cultural awareness, as sometimes the negotiation in business-to-business or industrial marketing segment is based on a situation and does not depend on the cultural adaptation process.

Keywords: Human Factor; Consumer Behavior; Social Networking Site; Cultural Industry; Direct Selling (search for similar items in EconPapers)
Date: 2013
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DOI: 10.1057/9781137281920_9

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