|PROBLEMS OF MODERN ECONOMICS, N 2 (74), 2020|
|PROBLEMS OF MARKETING. LOGISTICS|
|Pashkus V. Yu.|
Chair of Economic Theory and Economic Politics, St. Petersburg State University (St. Petersburg), PhD (Economics), Professor
Pashkus N. A.
Chair of Branch Economics and Finances, A.I. Herzen Russian State Pedagogical University (St. Petersburg), PhD (Economics), Professor
Baltykov B. O.
PhD student, Russian State Hydrometeorology University (St. Petersburg)
|Globalization of marketing, internationalization of activities of many world companies, “great migrations of peoples” to the European territory raises the question of interaction among national cultures. The article focuses on the currently most developed cross-cultural theory of G. Hofstede that allows not only to classify various cultures, but evaluate them in specific ways. The authors discuss a number of examples of how Hofstede’s theory may be applied to marketing communications.|
|Key words: theory of cross-cultural differences of G. Hofstede, distance of power, desire to avoid indeterminacy, individualism - collectivism, masculinity - femininity, long-term - short term orientations, marketing communications|
| Pages: 161 - 165|