Specifics of the Communication Mix Applied on the Czech and German Market by the Selected Company

International marketing communication is the most visible and also the most culturally conditioned marketing tool. The main objective of the international communication policy is to create favourable image of the company and shape the desired image of its products and brands. Usually, basic communication concept is used as a starting point, and the individual tools of the communication , the content and method of communication, and the choice of media are adapted as needed. This paper a case study that aims to identify differences in the marketing communication of a selected global on the German and Czech markets. The global company dm-drogerie markt GmbH, which engages business activities in both countries, was selected for the case study. For the Czech Republic, the primary method used was face-to-face interviews. For the research in Germany, the primary research used was observation. The research identified a predominant strategy of adaptation over a strategy standardisation. One example of adaptation is the creation of communication content; for German this is based on corporate social responsibility, while for Czech customers the company uses price its main selling point. Standardisation was evident in the choice of the same communication mix the massive promotion of corporate private brands in both countries