Global Marketing and Advertising

Global Marketing and Advertising

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The Third Edition of the bestseller is packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter.individual activity, Japanese housewives refer to an average group of eight other housewives who influence their decision making.57 This ... An example of how strongly this difference can affect advertising was a television commercial for the Renault MAcgane (automobile). ... Reference group generally is defined as an actual or imaginary individual or group that is relevant for an individuala#39;s evaluationsanbsp;...

Title:Global Marketing and Advertising
Author:Marieke de Mooij
Publisher:SAGE - 2009-05-28


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