What do we know about cross-cultural marketing?

Abstract

The strong competition in the world market determines companies to search for new marketing solutions for successful development. In the context of ever-increasing diversity and globalization, this article presents a new kind of marketing strategy, addressing the specific case of multicultural markets, in order to identify and clearly define new market needs. While it is obvious that these market demands are affected by the power of traditions and national values, the use of cross-cultural marketing opens new opportunities for companies to meet these demands, and thus increase profit.