Local and Global Management of Branding, Identity and Image

Autori

• Felix Zimmermann

Parametri

• Scienze politiche & Politica

Maggiori informazioni sul libro

The paper explores the impact of globalization on marketing strategies employed by multinational companies, particularly in relation to socio-cultural differences among consumers. It discusses how modern communication technologies facilitate cross-border transactions, enabling companies to reach a wider audience. The analysis raises questions about the implications of this interconnectedness for marketing practices and the potential challenges posed by varying cultural contexts in the western consumer market.

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Lingua: Inglese

Pubblicato: 2009

(In brossura)