Intercultural Marketing and Communication. An Implementation on Housing in Turkey, Czech Republic and Russia

      Аннотация: We live in the world of mixed cultures, customs and values. New waves of different cultures change a balance of host population and often cause misunderstanding, phobia and anger. Culture evolved parallel to human brain development has its roots deep inside of our brain unconsciously influencing all our behaviors. In the light of the recent immigrant crisis affected almost all EU countries, literature focused on the nature of culture will contribute to better understanding of the cultural differences and decreasing of the phobias. Residential space is one of the most vulnerable to cultural changes aspects of the human life. This book will be interesting either for business or academic professionals working in marketing generally and in construction marketing particularly or for everybody willing to understand unconscious cultural influences in everyday life.

Ключевые слова: consumer behavior, Culture, In-depth interview, intercultural marketing and communications, housing market, image-based questionnaire