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Intercultural Marketing: cultural comparison of Saudi Arabia and the Czech Republic, with implications for basic marketing mix
 Bursíková, Johana ; Novák, Michal (advisor)
The goal of this bachelor´s thesis is to describe and demonstrate on a practical example how can cultural differences influence marketing strategy on global markets. In the theoretical part of this thesis, I am describing different types and cultural differences, how they are interconnected with our perception of marketing communication, how they can reflect on the marketing mix of a global company and influence the communication strategy. In the practical part of this thesis, I am analyzing the marketing mix of Czech cosmetics company Dermacol on Czech and Saudi Arabian market. I am comparing the two cultures and describing them according to the methods of cultural dimensions of Geert Hofstede.
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2 BURŠÍKOVÁ, Jana
2 Bursíková, Jana
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