Introduction to Socio-Cultural Influences 

Julia Tyrrell

Research output: Chapter in Book/Report/Conference proceedingChapter


Any international marketer faces many challenges and one of the biggest challenges is dealing with socio-cultural factors and their influence on buying behaviour in the international environment. Hence any decisions relating to product design and usage, marketing communications, and making products available are all, to some extent affected by these factors.
Original languageEnglish
Title of host publicationMarketing Cases from Emerging Markets
EditorsDilip Mutum, Sanjit Roy, Eva Kipnis
Place of PublicationBerlin
Number of pages3
ISBN (Electronic)978-3-642-36861-5
ISBN (Print)978-3-642-36860-8
Publication statusPublished - 2014


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