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Resource Center » White Papers » Marketing Communications, Culture, and Localization
Marketing Communications, Culture, and Localization » White Papers
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Marketing Communications, Culture, and Localization
12 November 2009 at 11:17am Last edited: 13 November 2009 4:05pm
Domestic organizations entering international markets to sustain aggressive growth objectives continue to make the age-old mistake of ignoring the differences of individual locales by standardizing marketing communications for cost-efficiency reasons. Although markets may share
fundamental human needs which may justify standardizing a product, marketing successfully to these wants and needs is never universal. Marketing professionals must localize plans and strategies for communicating with these international audiences who have different values, attitudes and buying behaviors, and not presume that standardized communications would be as effective in a multicultural environment. Request White Paper: http://www.translate.com/Language_Tech_Center/White_Papers/Marketing_Communications_Culture_and_Localization.aspx
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