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Interkulturelle Werbung

Interkulturelle Werbung

Wendelin G. Müller

72,33 €
IVA incluido
Disponible
Editorial:
Springer Nature B.V.
Año de edición:
1996
Materia
Ventas y marketing
ISBN:
9783790809664
72,33 €
IVA incluido
Disponible

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Sobre IBD

Mit dem Ziel, den Grad der Standardisierbarkeit interkultureller Werbung genau zu quantifizieren, wird eine empirische Untersuchung vorgenommen. Hierzu werden die kommunikationstheoretischen und psychologischen Grundlagen der Werbung ausgearbeitet und in ein Modell der interkulturellen Werbung integriert. Der Einfluß von Kultur auf die Wirkung von Werbung wird genau operationalisiert. Die bisherigen Ansätze zur Werbestandardisierung werden umfassend empirisch dargestellt.

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