Publications

04.05.2009

On cross-cultural aspects of marketing in Russia (1)

The need for cultural adaptation of imported product, including ads, is obvious. The science on intercultural differences emerged in the USA (E.T. Hall) proved fruitful in Russia. Large transnational companies adapt their advertisements for local markets and seek globally understandable concepts for marketing. It seems that the amount of cultural influence on the adverts is still understood by few and underestimated even by them.

13.04.2009

On cross-cultural aspects of marketing in Russia (2)

"Global brands are often ignoring the local specifics, — Grigory Trusov, President of Contact-Express complains. — They attract customers through full-scale advertising and rely on the brand recognition".