Culture's Conceptions

Culture's Conceptions

In the marketing literature, culture is often defined as “the set of important assumptions (often unstated) that members of a community share in common”. In the past decades, an increasing amount of attention has been devoted to ethics in business in general and marketing in particular. Marketing managers have become ethically more sensitive, and they are largely convinced that customers and the public expect them to act in a morally acceptable way. Even more attention has recently been paid to ethical issues in the multicultural marketing context. Essentially, the cross-cultural perspective of value-compatibility has become important over the past ...