Poslední úprava: Mgr. Ing. Jana Rosenfeldová, Ph.D. (19.02.2020)
In an increasingly global world where barriers to trade and to international exchanges constantly diminish, cultural differences remain the single most enduring feature that has to be taken into consideration. The aim of this course is to increase the awareness of the impact of culture on international marketing and to provide knowledge of the most significant cultural dimensions and their impact on the 4 P’s of the marketing mix.