OBJECTIVES OF THE STUDY
The broad objective of this study is to investigate on the impact of culture on international marketing. Specifically, other objectives of the study include the followings:
(i) To trace the origin and development of international marketing.
(ii) To identify the basic elements of culture and how they impact on international marketing.
(iii) To examine the effect of different cultural influences on international marketing.
(iv) To establish the nature of consumers’ behavioral attitudes towards international marketing of products.
(v) To discuss the various culture theories and recommend the one that best promote international marketing.
