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develop their understanding of the message. As well as studying the
impact of culture on consumer behaviour, the unit also considered the

steps that should be undertaken in analysing consumer behaviour in
international markets. There is also a review of the importance of adapting
company strategy to the culture of the host country; sensitivity to the host

country’s culture must influence the company’s way of thinking and
decision-making.

References

• Blackwell, R.D., Minniard, P.W. and Engel, J.L. (2001) Consumer
Behaviour, 5th Edition, England: The Dryden Press

• Bradley, F. (2002) International Marketing Strategy, London: Prentice
Hall

• Burca, D.S., Brown, L. and Fletcher, R. (2004) International
Marketing: An SME Perspective, UK: Prentice Hall

• Currie, R. (1991) ‘Remuneration to Fit the Culture’, Multinational
Business, 3 (3), 8–17

• Doole, R. and Lowe, I. (2008) International Marketing Strategy:
Analysis, Development and Implementation, 5 Edition, London:
th
SOUTH-WESTERN Cengage Learning

• Fletcher, R. (2000) ‘Cross-cultural versus Cross National
Comparisons of Ethical Values and Behaviour’, Advances in

International Marketing, 1 (Supplement), 95–113

• Hall, R.T. (1966) The Hidden Dimension, New York: Doubleday

• Hall, E.T. and Hall, M.R. (1987) Understanding Cultural Differences,
Yarmouth: Intercultural Press

• Hofstede, G. (1980) Culture’s Consequences, Newbury Park: Sage