Economic Affairs

Globalisation, IT development and strengthening of WTO-GATT have resulted in equalisation and internationalisation providing a favourable environment to international businesses. At the same time, social and socio-cultural differences draw up new challenges for international marketers and businessmen. In international business, the main question of marketing is to adapt to the specialities of the desired foreign market or to follow the standardised strategy. Cultural differences, specialities, are the main barriers to globalisation tendencies. Thus, international marketing strategy -if we are sensible to differentiation -has to be adapted from culture to culture. The essence of cross-culture marketing is studying the cultural features, differences of foreign markets, fitting, adapting to them or at least taking them into consideration when making a business decision (DANKÓ, 2000). The main aim of the present paper is to overview marketing concepts and to highlight the importance of the intercultural approach to marketing.