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Culture is the silent force shaping how individuals perceive the world and make decisions. For marketers, especially in culturally diverse regions like ASEANASEAN, it is both a challenge and an opportunity. Marketing strategies must do more than communicate value—they must resonate deeply with cultural nuancescultural nuances to forge authentic connections.

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Emic and Etic Marketing Approaches—The Heart of Cultural Marketing

  • 章节

  • 发表日期：

    2025年

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  • Rudolf Tjandra,
  • Amalia E. Maulana

摘要

Culture is the silent force shaping how individuals perceive the world and make decisions. For marketers, especially in culturally diverse regions like ASEANASEAN, it is both a challenge and an opportunity. Marketing strategies must do more than communicate value—they must resonate deeply with cultural nuancescultural nuances to forge authentic connections.