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Why marketers need a new concept of culture for the global knowledge economy

机译:营销人员为何需要全球知识经济的新文化概念

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摘要

Marketers are berated for their dependence on Hofstede and his concept of culture which stems from nineteenth century anthropology. International marketing studies need a new approach to culture, which is consistent with the workings of the global knowledge economy. It is argued that it is no longer satisfactory to associate culture with markets perceived as national aggregates of characteristics. Rather culture is seen as a knowledge resource waiting to be discovered in marketing relationships and clusters of affinity. A five-point scheme for the foundation of a new approach to culture is presented.
机译:营销人员因对霍夫斯泰德及其源自19世纪人类学的文化观念的依赖而受到指责。国际营销研究需要一种新的文化方法,这与全球知识经济的运作方式保持一致。有人认为,将文化与被认为是国家特征集合的市场联系起来不再令人满意。相反,文化被视为一种知识资源,正等待在营销关系和亲和力集群中被发现。提出了一种五点计划,为新的文化方法奠定了基础。

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