EmicEmic and Etic Marketing Approaches—The Heart of Cultural Marketing

Rudolf Tjandra () and Amalia E. Maulana ()
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Rudolf Tjandra: Kalbe Group
Amalia E. Maulana: BINUS University

Chapter Chapter 1 in Navigating ASEAN, 2025, pp 1-10 from Springer

Abstract: Abstract Culture is the silent force shaping how individuals perceive the world and make decisions. For marketers, especially in culturally diverse regions like ASEANASEAN, it is both a challenge and an opportunity. Marketing strategies must do more than communicate value—they must resonate deeply with cultural nuancescultural nuances to forge authentic connections.

Date: 2025
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DOI: 10.1007/978-981-96-9701-4_1

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