Cultural Distance. Critical Analysis of a Durex Campaign PDF Download
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Author: Julia Zöllner
Publisher: GRIN Verlag
ISBN: 3656975744
Category : Business & Economics
Languages : en
Pages : 17
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Book Description
Essay from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 70, Kingston University London, course: Global Marketing, language: English, abstract: "The failure to take cultural differences between countries into account has been the cause of many business failures". Globalisation not only reaches all companies worldwide but influences international businesses in their ambition to enter into new markets and reach operational efficiency as well as profitability. Since one cannot automatically assume that the culture of foreign market is analogue to the home market, the success of the expanding strategy depends on the appropriate consideration of systematic variation between cultures. Therefore, the degree of similarities shared by societies needs to be quantified and forms the basis for either adaptation or standardisation in the targeted market. Especially when it comes to marketing decisions a product's success depends on the accuracy of the predicted consumer behaviour in respect of its values and attitudes. In this essay, the three major large-scale dimensional frameworks by Hofstede (1980), Schwartz (1980) and GLOBE (2004) are compared and the practicality of the frameworks on consumer behaviour will be evaluated. Furthermore, the relevance of the cultural distance approaches to the marketing of Durex is shown.
Author: Julia Zöllner
Publisher: GRIN Verlag
ISBN: 3656975744
Category : Business & Economics
Languages : en
Pages : 17
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Book Description
Essay from the year 2014 in the subject Sociology - Consumption and Advertising, grade: 70, Kingston University London, course: Global Marketing, language: English, abstract: "The failure to take cultural differences between countries into account has been the cause of many business failures". Globalisation not only reaches all companies worldwide but influences international businesses in their ambition to enter into new markets and reach operational efficiency as well as profitability. Since one cannot automatically assume that the culture of foreign market is analogue to the home market, the success of the expanding strategy depends on the appropriate consideration of systematic variation between cultures. Therefore, the degree of similarities shared by societies needs to be quantified and forms the basis for either adaptation or standardisation in the targeted market. Especially when it comes to marketing decisions a product's success depends on the accuracy of the predicted consumer behaviour in respect of its values and attitudes. In this essay, the three major large-scale dimensional frameworks by Hofstede (1980), Schwartz (1980) and GLOBE (2004) are compared and the practicality of the frameworks on consumer behaviour will be evaluated. Furthermore, the relevance of the cultural distance approaches to the marketing of Durex is shown.
Author: Timothy M. Devinney
Publisher: Cambridge University Press
ISBN: 052176694X
Category : Business & Economics
Languages : en
Pages : 259
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Book Description
A no-holds-barred examination of 'ethical' consumerism.
Author: 3M Company
Publisher: 3m Company
ISBN:
Category : 3M Company
Languages : en
Pages : 246
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Book Description
A compilation of 3M voices, memories, facts and experiences from the company's first 100 years.
Author: CIPR (Chartered Institute of Public Relations)
Publisher: John Wiley & Sons
ISBN: 1118404874
Category : Business & Economics
Languages : en
Pages : 260
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Book Description
Share This is a practical handbook to the biggest changes taking place in the media and its professions by the Chartered Institute of Public Relations (CIPR) Social Media Panel. The book was conceived and written by more than 20 public relations practitioners representing a cross-section of public, private and voluntary sector expertise using many of the social tools and techniques that it addresses. The book is split into 26 chapters over eight topic areas covering the media and public relations industry, planning, social networks, online media relations, monitoring and measurement, skills, industry change and the future of the industry. It’s a pragmatic guide for anyone that works in public relations and wants to continue working in the industry. Share This was edited by Stephen Waddington with contributions from: Katy Howell, Simon Sanders, Andrew Smith, Helen Nowicka, Gemma Griffiths, Becky McMichael, Robin Wilson, Alex Lacey, Matt Appleby, Dan Tyte, Stephen Waddington, Stuart Bruce, Rob Brown, Russell Goldsmith, Adam Parker, Julio Romo, Philip Sheldrake, Richard Bagnall, Daljit Bhurji, Richard Bailey, Rachel Miller, Mark Pack, and Simon Collister.
Author: Rick Atkinson
Publisher: Henry Holt and Company
ISBN: 142994367X
Category : History
Languages : en
Pages : 897
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Book Description
#1 NEW YORK TIMES BESTSELLER The magnificent conclusion to Rick Atkinson's acclaimed Liberation Trilogy about the Allied triumph in Europe during World War II It is the twentieth century's unrivaled epic: at a staggering price, the United States and its allies liberated Europe and vanquished Hitler. In the first two volumes of his bestselling Liberation Trilogy, Rick Atkinson recounted how the American-led coalition fought through North Africa and Italy to the threshold of victory. Now, in The Guns at Last Light, he tells the most dramatic story of all—the titanic battle for Western Europe. D-Day marked the commencement of the final campaign of the European war, and Atkinson's riveting account of that bold gamble sets the pace for the masterly narrative that follows. The brutal fight in Normandy, the liberation of Paris, the disaster that was Operation Market Garden, the horrific Battle of the Bulge, and finally the thrust to the heart of the Third Reich—all these historic events and more come alive with a wealth of new material and a mesmerizing cast of characters. Atkinson tells the tale from the perspective of participants at every level, from presidents and generals to war-weary lieutenants and terrified teenage riflemen. When Germany at last surrenders, we understand anew both the devastating cost of this global conflagration and the enormous effort required to win the Allied victory. With the stirring final volume of this monumental trilogy, Atkinson's accomplishment is manifest. He has produced the definitive chronicle of the war that unshackled a continent and preserved freedom in the West. One of The Washington Post's Top 10 Books of the Year A Kirkus Reviews Best Nonfiction Book of 2013
Author:
Publisher:
ISBN:
Category : AIDS (Disease)
Languages : en
Pages : 44
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Book Description
Author: Raymond Boyle
Publisher:
ISBN: 9780748635931
Category : Business & Economics
Languages : en
Pages : 272
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Book Description
A new study of the link between three key obsessions of the 20th century: the media, sport and popular culture.
Author: Sarah Genner
Publisher: vdf Hochschulverlag AG
ISBN: 3728137995
Category : Computers
Languages : en
Pages : 231
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Book Description
Are you constantly online? Or are you offline sometimes? Are you offline if you are not interacting with your connected devices? Or if no data about you is being collected? Do you check Instagram and Twitter during dinner? Do you turn off your smartphone at night? Do you check work emails on vacation? Do you feel you have to disconnect regularly – to relax, to concentrate, or to protect your privacy? Or do you feel more relaxed when constantly connected because your loved ones, a work emergency, or the news are always at your fingertips? Why are some people – even within networked societies – still completely offline given the tremendous opportunities of the Internet? And what does it even mean to be online or offline in the age of hyper-connectivity? In ON/OFF, Sarah Genner assesses the risks and rewards of the anytime-anywhere Internet, focusing on digital divides, social relationships, physical and mental health, and data privacy. She discusses implications for a variety of decision-makers in the world of work, in education, in families, and in politics. The author deconstructs the online/offline dichotomy and suggests the ON/OFF scale as a new theoretical framework for researchers and practitioners.
Author: M. Mercedes Galan-Ladero
Publisher: Springer Nature
ISBN: 3030654559
Category : Business & Economics
Languages : en
Pages : 447
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Book Description
This textbook uses a case study approach to present a variety of cause-related marketing campaigns that have been developed by companies, and NGOs. These innovative case studies help students understand how such campaigns affect for-profit and non-profit organizations, customers, and society in general. This book also offers numerous useful examples to understand the theory of cause-related marketing and how it can be applied in different countries and cultural contexts. Lecturers will find the teaching notes provided with each case useful for the classroom.
Author: Patrick De Pelsmacker
Publisher: Pearson Higher Ed
ISBN: 0273773240
Category : Business & Economics
Languages : en
Pages : 641
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Book Description
Marketing Communications: A European Perspective provides an extensive overview of the key concepts, techniques and applications of marketing communications within a European context. The book covers all elements of the communications mix, including advertising, public relations, sponsorship, sales promotion, direct marketing, point-of-purchase communications, exhibitions, and personal selling. It also offers up-to-date coverage of e-communication, including e-marketing, mobile marketing, interactive television and relationship marketing. Building on the success of the third edition, the fourth edition comes fully updated with brand new material on a diverse range of products and brands such as Coke Zero, Twitter and Wii Fit, as well as coverage of topical issues such as the Barack Obama campaign and the EU anti-smoking campaign. The fifth edition of Marketing Communications: A European Perspective has been fully updated to include: A brand new chapter examining ethical issues in marketing communications Brand new end-of-chapter cases on international companies and organisations such as Mars, UNICEF, Carrefour and many more Video case material linking key marketing communication theory with the practical issues faced by marketing professionals in a variety of companies The book is suitable for both undergraduate and postgraduate students of marketing communications
