Chapter 18

Cultural Integration in Marketing

Cultural Integration: Purpose

Today’s global village has many challenges for the marketer intending to start selling a brand or operating in another country. Being aware of ­cultural differences allows the translation of product features and brand symbols to take place in a manner that maintains the integrity of the brand image, values, and personality.

True marketers recognize that diversity does not just exist when the product or brand is made available in another country. Due to immigration and consumer mobility, there are sometime sizeable segments of a country’s population that have different cultural origins. For example, in South Africa there are at least 11 language groups. In the United States, ...

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