Marketing Communication

Alex Goslar

MPRA Paper from University Library of Munich, Germany

Abstract: Empirical research in the USA and the Asia Pacific suggests that the occasions of miscommunication far outnumber the occasions where communication has been interpreted in the way that it was intended. Though the data is vastly different from region to region and particularly when cross-continental communication has taken place, there are very few cases where attendees to a marketing conference were concluding similar outcomes. It appears that the communication gap is particularly wide when the cultural differences between the communicator and the recipients of the communication, are from the different cultural background. For example delegates from the USA attending a marketing conference in Japan and vice versa.

Keywords: Marketing; Marketing Communication; Communication (search for similar items in EconPapers)
JEL-codes: M3 M31 M37 (search for similar items in EconPapers)
Date: 2016-10-04
New Economics Papers: this item is included in nep-mkt and nep-sea
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Published in BrandAge Magazine; Brand Clinic, Thaicoon BrandAge Holding, Bangkok, Thailand October 2016.10/16(2016): pp. 75-77

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Persistent link: https://EconPapers.repec.org/RePEc:pra:mprapa:85185

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