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The high competitiveness in the car industry gives incentives to the cultural marketing, since any car brand can be easily replaced by another, as they all serve the same purpose. For this research, two big cultures were chosen, the Russian and the German, as they have nearly a polar difference in values and orientations. The thesis presents a detailed impression of how marketing utilizes different tools in order to provoke consumer behaviour.

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Mag.(FH)Eleonora Elbaz has a first degree in social science and second degree in marketing and management, therefore the research is a mixture of anthropology and marketing combining the two fields of science. Currently, she works as a marketing and sales manager in Israel.

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