Marketing

Abstract

Competing effectively in the contemporary marketplace is becoming increasingly challenging. For marketers, therefore, understanding consumer behaviour is a critical factor in achieving effective marketing strategy. Grounded in that behaviour viewpoint, this chapter seeks to contribute to the understanding of cultural identity and marketing implications. To achieve that target, three core steps are taken in this chapter. First, the motivation for this chapter is explained. Second, culture is explained and the central artefacts of culture relevant to this chapter highlighted. Thereafter, the consumer behaviour influence of cultural identity is discussed, and acculturation, driving factors, and consumer behaviour influence explained. In the final part of this chapter, recommendations for marketers are offered and directions for future research suggested.

Digital Inclusivity: Advancing Accessible Tourism via Sustainable E-Commerce and Marketing Strategies

“…In the 2020s, the concept has been cemented in marketing theory and practice, particularly consequent to advancements in digital technology and the globalised market [5]. This shift in market power from organisations to consumers largely relates to the ability of contemporary customers to easily compare prices, express their dissatisfaction and opt for the best sales deals [6,7].…”