Marketing Mix Analysis for Goethe Institute Based on 4P and 4C Theory
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Abstract
Since stepping into the 21st century, cross-cultural institutions have been playing more and more influential roles in some cultural stages including language spreading and learning, non-governmental exchanges between countries, and country image display. Their successes in a marketing operation and as a management model are valuable experiences for every country's cultural institutions to study and use for reference. This article aims at giving some inspirations to other country's cross-cultural institutions by analyzing the marketing mix strategies adopted by GOETHE INSTITUTE, one advanced example of cross-cultural institutions, and summarizing its successful experience in marketing operation.
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References
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