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Culture guiding strategic marketing decisions

By Arthur Marcon

Culture guiding strategic marketing decisions Law

Culture guiding strategic marketing decisions

0 - Default Title
Description
With increasingly dynamic market scenarios and demanding and informed consumers, companies need to adapt their marketing mix to local specifications and, above all, to the cultural characteristics of the environment. In this way, this book analyses the institutional communication actions of a multinational operating in Brazil and the United States with the aim of describing the macro-environmental variables that influence brand management, as well as an analysis in the light of Hofstede's theory on adaptation decisions under the aspects of individualism versus collectivism, the dichotomy between masculinity and femininity, power distance and the extent to which uncertainty is avoided.
Product details
Binding:
Paperback
Number of Pages:
88
Release Date:
2024-10-07
Publication Date:
2024-10-07
Publisher:
Our Knowledge Publishing
Languages:
Original: English
ISBN10:
6208164303
ISBN13:
9786208164300
GPSR Manufacturer Reference:
[email protected]
Weight:
149 g
Height:
150 cm
Width:
220 cm
Thickness:
6 cm
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