The document discusses how understanding a country's history and geography can help marketers better understand its culture. History shapes a nation's identity and influences attitudes towards business, government, and foreign companies. Geography such as location, topography, and climate also impact a culture's evolution and affect its industries and needs. Having perspective on a country's past provides insights into current cultural differences and reactions that can help marketers adapt strategies successfully.

1. IMR300 – Lecture 2 The cultural environment of Global markets

14. Geography