Explain the influence of culture on Relationship Marketing?

Explain the influence of culture on Relationship Marketing? http://library.esc.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=98365367&site=eds-live Discuss how strategic differences in communication influence the customer when using traditional media versus social media. How does segmentation adjust for differences in the communication mix?

Once someone has begun the discussion by answering the first questions, the next person should provide examples to support the theory or move on to the second question, with this process continuing. Each posting should be substantive and add value but providing additional insight or examples (not repeating what has already been said or just saying that you agree or disagree).

Please only quote peer reviewed journals or textbooks.