This paper examines how, as increasing numbers of businesses look to expand and develop their consumer and market base through the internationalisation of their operations, managers are recognising the importance of effective international
marketing to counter the increased levels of uncertainty and complexity. It focuses specifically on the
role of
culture in the
formulation of international marketing
strategies, using a number of examples to highlight the points raised. Firstly, international marketing strategies are considered in more detail, followed by an exploration of the concept of culture and its
influence on international marketing strategies. Outline Introduction What are International Marketing Strategies? Understanding Culture The Role of Culture in International Marketing Strategy Formulation Hofstede's Five Dimensions Hall and Hall's High-Low Context Direct Influence on Marketing Mix Product Price Place Promotion Importance of Ethics Critiquing the Role of Culture Conclusions References Appendix 1