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El Entorno Cultural En El Marketing Internacional

Author

Listed:
  • Rosa Ortegón
  • Juan Arizola

Abstract

En la actualidad, nos enfrentamos al reto de la internacionalización, muchas empresas deciden expandir su producción hacia otros países, esto acarrea un crecimiento para la economía de su propio país. Sin embargo, hay ciertos factores que se debe tomar en cuenta antes de penetrar y competir en un mercado extranjero; como el estado de su economía, la política. En este ensayo seresaltan los factores que se deben conocer para realizar estudios de mercado y así conocer las necesidades, preferencias y patrones de consumo de un país, desde un enfoque Cultural.

Suggested Citation

  • Rosa Ortegón & Juan Arizola, 2012. "El Entorno Cultural En El Marketing Internacional," Contribuciones a la Economía, Servicios Académicos Intercontinentales SL, issue 2012-07, July.
    • Handle: RePEc:erv:contri:y:2012:i:2012-07:4
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