Just because Internet access is available in almost all parts of the world, it doesn't mean that your organisation's Web site will reach all potential international customers. Just like any market or community, each country needs to be targeted strategically. For an organisation to go global on the Internet really means going local in each geographic area because people respond to marketing messages through their own cultures. Marketers need to present messages that different cultures …showed first 75 words of 1330 total…

…showed last 75 words of 1330 total…every language (Zeff & Aronson, 1999). The Internet is all about community, and marketers are now seeing that advertising on the Internet makes it easy, cost effective and efficient to reach their target market in whatever country they live in, language they speak or culture that they are born into. REFERENCES Schreiber, A.L., Multicultural Marketing, 2001, NTC Business Books, Chicago, USA Zeff, R. & Aronson, B., Advertising on the Internet, 1999, John Wiley and Sons, Inc, Canada