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Chapter 4: The social and cultural
environment
Case study: Drambuie, Ty Warner
Global and international markets
around the world are complicated to
understand, especially the social and
cultural differences across national
boundaries. The development of
international marketing strategies is
based on a good understanding of the
similarities and differences that exist
across and between cultures around
the world. The complexity involved in
understanding different cultures guides decisions that need to be taken in relation of
whether to standardise or adapt product and service offerings.
