Stewarding Marketing communication in multicultural settings

The evolution in society’s make-up today which exists within individual nations and the consequent multiculturalism which is taking root, at least from the point of view of the co-existence of a plurality of races and cultures, and the concept of the global village has recently stimulated writings by both international ( de Moojie 1998, 2005; Gannon, 1994, 2001; Herbig, 1995) and Italian scholars (Mantovani, 2004; Napoletano, 2002; Semprini, 2000). In this new and dynamically variable context marketing must push for a new conceptual basis, an extra personalization based on satisfying needs, be they the technical services/operations or cultural respect for norms and values needs of consumers. According to such a dual means of understanding, it becomes possible to satisfy needs linked to core services of goods at the same time as services such as those connected to these and those connected to self-referential cultural values of the targets which are being considered. The paper draws attention to communications which arises from cross-cultural marketing and thus showing how we can deepen the distinction between culturally customized communications and cross-culturally customized communications.