In this Dissertation topic we are going to discuss the cultural problems faced by advertisers in Indian market. For this we must first understand what is culture and definition of culture first. In Business culture is an important tool to be successful in a globalised economy. According to scholar Schein,E. H.(1985) defines culture as "a set of assumptions -shared solutions to universal problems of external adaptation ( how to survive) and internal integration (how to stay together) which have evolved over time and are handed down from one generation to next." It is shown by the reasonable evidence that due to homo-cultural, the world has become common market place. Global advertisement is found in cosmetics, perfumes, watches and luxury items.
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