How culture influences marketing:culture concept and the evolution in marketing research


Wu Zhaochun School of Business Guangzhou City Polytechnic Guangzhou,China


It's our common sense that culture can influence management and marketing theories.More attention is attached to culture in marketing research.This thesis systemically analyzes the development of culture element in marketing research based on lots of literature reviews and predicts the research trend of culture in future marketing.The thesis also puts forward the concept of"culture penetration" marketing,and provides some references for future study on culture in marketing.


Culture;Cultural marketing;Cultural penetration marketing


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Springer Journals Database

Total: 13 articles

  • [1] Attila Yaprak, Culture study in international marketing: a critical review and suggestions for future research, International Marketing Review,
  • [2] Jennifer L. Aaker;;Patti Williams, Empathy Versus Pride: the Influence of Emotional Appeals Across Cultures, Journal of Consumer Research,
  • [3] Steve Jenner;Brent MacNab;Donnel Briley;Richard Brislin;Reg Worthley, Cultural Change and Marketing, Journal of Global Marketing,
  • [4] Hong,Y;Ip,G;Chiu,C-y.;Morris,M.W;Menon,T, Cultural identity and the dynamic construction of the self:Collective duties and individual rights in Chinese and American cultures, Social Cognition, Social Cognition (Social Cognition)


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