Does marketing influence culture or does culture influence marketing?

For marketing specialists, it is obvious that marketing strategies must consider the local culture. Just as it is unlikely you will see Tony Abbot in speedos advertising ice-cream on a Korean channel,  it will not be anytime soon that you will see a K-pop star advertising a brand of chopsticks on channel 10. Or so we can dream. But how does marketing influence our culture? Does marketing influence our culture or does culture influence marketing? We had Associate Professor in Marketing from Macquarie University’s business school, Dr. Michael Volkov to answer these questions.