This essay aims to critically analyze how culture has had an impact on product decisions, brand image and communication in the global environment. It is a theoretical bibliographic study using different authors from various cultural theories, for example, Hofstede (1991); Madden et al (2000) or Terpstra; David (1991). The analysis is also based in concepts of Hofstede and looks at the marketing mix in a global context presenting current examples. The results show the changes that are occurring in the area of communication. Researchers should be aware of these changes.
|Number of pages||10|
|Publication status||Published - Apr 2016|
- fashion marketing