It
can be a challenge for global marketers to
develop messages that resonate across national cultures, or as well the many
cultures within any single nation.
The video clip below briefly
summarizes research
that illustrates how transculturally resonant themes such as babies,
animals, relationships, sports, and life cycles, might be used to
craft messages that connect with people -- whatever their background,
culture, and nationality.
Steven
Van Hook
has
taught MBA and undergraduate marketing
and
communications courses for colleges and universities in the
United States and abroad for more than a decade. marketer@wwmr.us http://howtomarketing.us
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