DEFINING CULTURE IN A MARKETING MANAGEMENT PERSPECTIVES

Abstract

The purpose of this paper is to redefine the construct of culture both in marketing and in management perspectives. This research is focused on qualitative approach that is focused on a sound systematic literature review, and a sound documentary analysis on the construct of culture. The results indicate that culture can include several dimensions such as the aspect of religious beliefs, lifestyles, habits, and customs. Culture can also be viewed as these set of life styles, beliefs, and habits that are inherited, created, either imitated or imported by a group of individuals or a community and that govern their daily lives. The findings imply that there should be a consideration of culture for both marketing and management strategic decisions. To the best of author’s knowledge, this original research add more value to the numerous previous research papers that are focused on defining the construct of culture in a marketing perspective and in a management perspective.
 Keywords: Culture, Marketing, Management, Companies, Organizations, Africa.