The corresponding strategic marketing mix to the relationships between national culture and consumer value
by Shiou-Yu Chen, Tzong-Ru Lee
International Journal of Management and Enterprise Development (IJMED), Vol. 5, No. 3, 2008

Abstract: The trend of global marketing has already turned from traditional mass marketing to differentiated marketing, with the focus placed on pursuing the 'retention of loyal customers' rather than the 'market share'. Therefore, for enterprises who should give more weight to the questions like how to determine the loyal customer and how to maintain good relations with these loyal customers etc? In this study, we analyse the structure of consumers' perceived value and its relations to national culture. Correspondingly, this explorative study tries to deduce a conceptual framework of national culture, perceived customer value and corresponding marketing mix from extant literature for further empirical studies.

Online publication date: Fri, 07-Mar-2008

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