INTERNATIONAL MARKETING IN THE CONTEXT OF CROSS-CULTURAL COMMUNICATION

Koryagina Inga, Tarasova Tatiana Mihailovna, Fursov Andrew Lvovich

The article examines modern challenges and strategies of international marketing in the context of cross-cultural communication. The relevance of the work is due to the processes of globalization, which require companies to have a deep understanding of the cultural characteristics of their target markets in order to achieve competitive advantages. The purpose of the article is to analyze the impact of cultural barriers on the effectiveness of marketing communications and develop practical tools to overcome them. The research uses methods of system analysis, synthesis of theoretical concepts and empirical data, as well as a comparative analysis of cases of international companies. The scientific novelty lies in the development of the author's model of the «Cycle of cross-cultural adaptation of Marketing», which is an integrated approach to marketing management in the international arena. It includes the following stages: in-depth research, strategic adaptation, implementation and localization, monitoring and feedback, continuous learning. The results demonstrate that consideration of cultural parameters, linguistic nuances, visual symbols and ethical norms is a critical success factor. The study showed that an effective cross-cultural strategy allows not only to avoid reputational and financial losses, but also to build strong loyalty relationships with consumers in different countries.

Keywords:international marketing, cross-cultural communication, cultural differences, localization, global marketing strategies, cultural barriers