Marketing Across Cultures

To identify, discuss and critically evaluate the key perspectives of three key traditional CCA techniques which are:

Hofstede, Trompenaars and ET Hall

Analyse the perspectives from which these different techniques approach the issue of culture, and particularly apply them to business communication and marketing. Then compare and contrast these key perspectives.

Finally, make recommendations for the use of these 3 techniques in the 21st century.

All views put forward must be justified via the use of academic writings, from books and journal articles etc.