ABSTRACT
Culture is a key that can unlock powerful marketing potential for professionals in their field. Yet, few marketers have incorporated the concept of culture in their day-to-day thinking and planning. Culture is an idea, a construct, a phenomenon, that many people in marketing talk about, but grasping the elements of culture to apply in all aspects of marketing has remained largely elusive. One of the main drawbacks has been that the meaning of the concept of culture is complex. It is easy to tell this by listening to the way people use the term: Culture can mean what educated people “have” when they talk about history, the opera, and museums. Or culture can mean foreign or radically different groups of people.
