This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet.
The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization.
Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes.
The third chapter is devoted to communication, its components, forms and media.
Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists.
Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms.
The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained.
Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle “Think global, act local”, indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate “standardization versus differentiation”.
Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns:
standardized versus culture-adapted advertising.
The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.
Inhaltsverzeichnis (Table of Contents)
- Introduction
- The importance of cultural competence for translators
- Translators as culture and information mediators
- Translation processes in the economy
- Culture
- Definitions and concepts of culture
- Language
- Cultural differences
- Culture shock
- Ethnocentrism
- Stereotypes
- Communication
- Definitions and components of communication
- Communication media and forms
- Intercultural Communication
- Aspects and concepts of intercultural communication
- Cross-cultural training
- Globalization
- Cultural globalization
- Economic globalization
- International Management
- International Marketing
- The concept of marketing
- Corporate identity
- Corporate culture
- Brand and company names
- Logos
- Slogans
- Marketing strategies
- International marketing
- Standardization vs. differentiation
- Intercultural Advertising
- Advertising
- Advertising strategies
- Intercultural advertising
- Standardized vs. culture-adapted advertising
- Corporate Advertising on the Internet
- Functions of the Internet
- International online marketing communication
- The Internet as an advertising medium
- Corporate websites as advertising
- Conclusion
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This research investigates the crucial role of intercultural communication in international marketing, with a specific focus on corporate advertising conducted through the Internet. The study examines how cultural understanding is essential for effectively conveying marketing messages across diverse cultures.- The importance of cultural competence for translators and intercultural communication
- The impact of cultural differences on communication and advertising strategies
- The role of globalization in shaping international marketing practices
- The various aspects of corporate identity and its influence on international advertising
- The use of the internet as a medium for international corporate advertising and its implications for intercultural communication
Zusammenfassung der Kapitel (Chapter Summaries)
- The introductory chapter highlights the crucial role of cultural competence in the field of translation. It emphasizes the role of translators as mediators of language, culture, and information, particularly in the context of globalization and localization.
- Chapter 2 delves into the complex concept of culture, examining various definitions and concepts. It also analyzes key culture-related terms that influence intercultural communication, including language, cultural differences, culture shock, ethnocentrism, and stereotypes.
- Chapter 3 focuses on communication, exploring its components, forms, and media. It examines how communication operates as a fundamental process for conveying messages, building relationships, and influencing behaviors.
- Chapter 4 elaborates on the importance of intercultural communication, exploring different aspects and concepts. It examines the history of the term, key intercultural communication theorists, and the significance of understanding cultural nuances in communication.
- Chapter 5 delves into the phenomenon of globalization, examining both its cultural and economic dimensions. It explores the implications of globalization for businesses and the increasing interconnectedness of cultures and economies worldwide.
- Chapter 6 focuses on the significance of communication and culture skills in the context of international management. It highlights key competencies that can be developed and honed to effectively navigate international business environments.
- Chapter 7 explores the broad field of marketing, emphasizing the importance of corporate identity and its elements in shaping a company's image and message. It analyzes essential marketing strategies employed by multinational companies and the “Think global, act local” principle, emphasizing the role of intercultural communication in determining the success of marketing activities. The chapter also examines the debate of standardization versus differentiation in international marketing.
- Chapter 8 delves into the realm of intercultural advertising, examining various strategies for effectively conveying marketing messages across diverse cultures. It analyzes the key considerations for creating culturally appropriate advertising and the challenges associated with adapting marketing campaigns to specific target audiences.
- Chapter 9 examines the growing use of the internet as a medium for corporate advertising and its implications for international online marketing communication. It explores the functions of the internet as a platform for reaching global audiences and the importance of understanding cultural nuances in online advertising.
Schlüsselwörter (Keywords)
This text delves into the complex intersection of intercultural communication and international marketing. It examines the essential role of cultural competence for translators, explores the impact of cultural differences on communication, and investigates the use of the internet as a tool for corporate advertising. Key themes include globalization, corporate identity, marketing strategies, standardization vs. differentiation, and the challenges of crafting culturally appropriate advertising messages.- Quote paper
- Natalia Magiati (Author), 2005, Intercultural Communication and International Marketing: Corporate Advertising on the Internet, Munich, GRIN Verlag, https://www.grin.com/document/49356
