CULMAR is abbreviation of Cultural Marketing
CULMAR brings out the new tool and model.
The question of “What is the limit of glocal adaptations for marketing a product without loosing global brand perception in over 100 different countries” has been answered for the first time by CULMAR perspective.
CULMAR Tool and CULMAR Model has been created as a result of international research fulfilled participation of 59 countries. CULMAR Tool and Model is fully based on academic references. Its copyrights and registrations are officially belong to Ali Kutay ERYIGIT.
CULMAR Tool may introduce special different product adaptations which meet the needs of consumers living in different countries. In other words, country based product adaptations of global product can be obtained by the help of CULMAR Tool. We can build new marketing plans with adapted marketing mix by the help of CULMAR Tool.
CULMAR Model consists of CULMAR Tool, adapted marketing mix, and revised marketing plan. Imaginary coffee shop brand called CULMAR was created by Ali Kutay ERYIGIT for this research to illustrate the limits of localisation in glocal product representatively for different countries.
Ali Kutay ERYIGIT believes that if the global firms observe their adapted marketing mix, which is created by CULMAR Tool, in quantative ve qualitative consumer researches and draw their culture-consumer buying behaviour map according to the results of the researches, these firms will be able to reach the turning point in international market.
I see glocalisation for the future of international marketining and CULMAR Model for the future of glocalisation
