Culture and Its Influence on Elements of Marketing Mix

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Author(s): Reena Malik (Chitkara University, India)
Copyright: 2023
Pages: 8
Source title: Cultural Marketing and Metaverse for Consumer Engagement
Source Author(s)/Editor(s): Amandeep Singh (Chitkara Business School, Chitkara University, India), Sandhir Sharma (Chitkara Business School, Chitkara University, India), Amrinder Singh (Jain University, India), Murat Unanoglu (İstanbul Aydin University, Turkey)and Sanjay Taneja (Uşak University, Turkey)
DOI: 10.4018/978-1-6684-8312-1.ch009

Keywords: Business & Management / Business Science Reference / Consumer Management / Marketing

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Abstract

Globalization has given impetus to international commerce and multinational companies are marking their presence worldwide with their robust and effective marketing strategies. In order to attract the customers, it is imperative to understand their culture, value, and beliefs. Marketers need to consider these elements and modify their marketing strategies as per the religious and cultural values of the target audience. This paper aims to focus on the influence of culture on various elements of marketing mix and the adaptations towards different elements. The paper also provides an insight on the significance value of cultural factors to be considered while communicating or promoting the products by marketers.

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