Munich Personal RePEc Archive

Marketing Communication

Goslar, Alex (2016): Marketing Communication. Published in: BrandAge Magazine; Brand Clinic, Thaicoon BrandAge Holding, Bangkok, Thailand , Vol. 10/16, No. October 2016 (31 October 2016): pp. 75-77.

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Empirical research in the USA and the Asia Pacific suggests that the occasions of miscommunication far outnumber the occasions where communication has been interpreted in the way that it was intended. Though the data is vastly different from region to region and particularly when cross-continental communication has taken place, there are very few cases where attendees to a marketing conference were concluding similar outcomes.

It appears that the communication gap is particularly wide when the cultural differences between the communicator and the recipients of the communication, are from the different cultural background. For example delegates from the USA attending a marketing conference in Japan and vice versa.

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