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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.
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Local and Global Management of Branding, Identity and Image, Felix Zimmermann
- Language
- Released
- 2009
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- (Paperback)
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- Title
- Local and Global Management of Branding, Identity and Image
- Language
- English
- Authors
- Felix Zimmermann
- Publisher
- GRIN Verlag
- Released
- 2009
- Format
- Paperback
- ISBN13
- 9783640481439
- Category
- Political Science / Politics
- Description
- 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.