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Marketing Communication

Author

Listed:
  • Goslar, Alex

Abstract

Empirical research in the USA and the Asia Pacific suggests that the occasions of miscommunication far outnumber the occasions where communication has been interpreted in the way that it was intended. Though the data is vastly different from region to region and particularly when cross-continental communication has taken place, there are very few cases where attendees to a marketing conference were concluding similar outcomes. It appears that the communication gap is particularly wide when the cultural differences between the communicator and the recipients of the communication, are from the different cultural background. For example delegates from the USA attending a marketing conference in Japan and vice versa.

Suggested Citation

  • Goslar, Alex, 2016. "Marketing Communication," MPRA Paper 85185, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:85185
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    More about this item

    Keywords

    Marketing; Marketing Communication; Communication;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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