Far be it from some sort of over-arching, existential, or politically-charged claim, the statement that “all marketing is cultural” is demonstrably true and inescapable. Whereas traditional schools of thought may have held that marketing is detached from human nature or consumer interaction, marketing actually constitutes a form of communication which is inseparable from its means of creation and from its audience. In this sense, all marketing certainly is cultural; marketing (especially integrated marketing) is a form of communication; all communication is informed by culture; and cultural aspects inform both the creation of and receptivity to marketing communication.
By Chloe Lane / Florisa State University