Abstract:
This thesis aims to explore the complex dynamics of intercultural communication, marketing strategies, and the influence of cultural values in the context of Italian-Kazakhstani interactions. It underscores the importance of understanding these elements for businesses and organizations operating within these diverse cultural settings. The research begins with a comprehensive introduction, emphasizing the global significance of intercultural communication, especially in the realms of business and marketing. The core of the thesis is an in-depth analysis of intercultural communication aspects, including language, communication styles, and non-verbal cues, and their influence on marketing and consumer behavior. It explores the role of cultural values in shaping effective business communication and consumer relations. Furthermore, the research delves into cultural values, beliefs, and norms, examining how these factors influence business practices, marketing strategies, and consumer behavior in the Italian-Kazakhstani context.
