Nevertheless, the globalisation process nowadays involves a global strategy in every section of marketing it also needs to focus on the diversity of needs, cultures and behaviors of people from different countries. So far in this context it is crucial to look on the notions of culture, marketing and marketing strategies. Every self-respecting global company needs to acknowledge the cultural diversity and adapt its marketing strategy depending on the countries’ trade market it is trying to enter in. By studying different concepts of culture and cultural studies (for example such works as by G.Hofstede,, Hall (1983), Kroeber & Kluckhohn (1952), Trompenaars and Hampden-Turner (1997) I will try to define the notion of culture. In the relation to the prior terms I will study the theory of marketing and marketing strategy (J.Hunt, J.K.Johansson, M.F.Akkaya). The aim of this research is to point out the differences in marketing strategies of “Pantene’s” shampoo in different countries. Pantene’s brand is being represented in many different countries where women have a completely different view of beauty and health look. That is why Pantene’s marketing strategies depend on the country and culture. In relation to this paper it is appropriate to research the concept of culture and marketing and its subparts in global context. Afterwards, the marketing strategy of the abovementioned brand will be analysed in the different parts of the world and the conclusion will be made according to the results of the future study. Hence, I will make the conclusion how the cultural differences influence the marketing strategy of Pantene shampoo in different countries.
2. KEY THEORETICAL CONCEPTS
2.1. DEFINING CULTURE
It will be beneficial for this research to look on the notion “culture” first. For example, Kroeber and Kluckhohn’s definition of culture says „Culture consists of patterns, explicit and implicit, of and for behaviour acquired and transmitted by...
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