Přehled o publikaci

This paper examines the key challenges of global marketing in the contemporary business environment, with a particular focus on cultural diversity, regulatory complexity, and cross-border communication barriers. Using a narrative literature review methodology, the study synthesizes findings from recent academic research and selected case studies to provide a holistic overview of how these interconnected factors influence international marketing strategies. The analysis highlights the critical role of cultural sensitivity and localization in shaping consumer perceptions and brand acceptance across diverse markets. It further addresses the difficulties marketers face when navigating heterogeneous regulatory frameworks related to advertising standards, data protection, and consumer rights. The paper also emphasizes the growing importance of effective cross-cultural communication and explores the potential of emerging technologies, especially artificial intelligence, in mitigating linguistic and cultural barriers. The findings suggest that organizations that proactively integrate cultural awareness, regulatory compliance, and technologically supported communication strategies are better positioned to build trust, reduce legal and reputational risks, and achieve sustainable competitive advantage in global markets. By integrating these dimensions into a single analytical framework, the study contributes to global marketing literature and offers practical insights for both scholars and practitioners operating in an increasingly interconnected and dynamic marketplace.