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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.
Nákup knihy
Local and Global Management of Branding, Identity and Image, Felix Zimmermann
- Jazyk
- Rok vydania
- 2009
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- (mäkká)
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- Titul
- Local and Global Management of Branding, Identity and Image
- Jazyk
- anglicky
- Autori
- Felix Zimmermann
- Vydavateľ
- GRIN Verlag
- Rok vydania
- 2009
- Väzba
- mäkká
- ISBN13
- 9783640481439
- Kategórie
- Politológia / Politika
- Anotácia
- 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.