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JOURNAL OF MARKETING DEVELOPMENT AND COMPETITIVENESS
New Perspective of Cross-Cultural Communications:
Applications in China Marketing
Author(s): Hong Wang
Citation: Hong Wang, (2012) "New Perspective of Cross-Cultural Communications:
Applications in China Marketing," Journal of Marketing Development and Competitiveness, Vol. 6, Iss. 5, pp. 123 - 130
Article Type: Research paper
Publisher: North American Business Press
Abstract:
The success of marketing communication in today’s world is obviously determined by marketer’s cultural
intelligence, and this is particularly true for international marketing practice, in which cross-cultural
perspectives are definitely important. Cross-cultural communication is becoming even more important for
the Chinese marketers in this new century since China planned to more widely open its market to the
world and export more of its service and products to the world market. This paper suggests that Chinese
marketers are better prepared for cross-cultural communication and put it at their corporate strategic
level for marketing China and China marketing. It also suggests that anthropological approaches offer
highly effective applications and solutions toward the understanding of cross-cultural issues in
international marketing communication.
