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NAVRÁTILOVÁ, L.
Originální název
Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.
Typ
článek v časopise - ostatní, Jost
Jazyk
angličtina
Originální abstrakt
The paper deals with various approaches of cross-culture advertising in different culture environments. The aim of the paper is to compare national advertising style especially in the selected countries of Europe (France and the United Kingdom) and the United States of America. Does some cultural proximity mean that the same advertising pattern can be used also for other country and where are the limits or opportunities for advertisers/companies? Citation analysis is performed on base of secondary research of recent scientifi c articles published in major marketing and business journals for last years and theoretical background published in key literature in these areas. The paper is based on different methodology of Geert Hofstede, Marieke de Mooij and Fons Trompenaars.
Klíčová slova
cross-culture advertising, national culture, cultural dimensions/dilemmas, cultural knowledge, France, United Kingdom, United States of America
Autoři
Vydáno
1. 7. 2015
Nakladatel
NEWTON College, a. s.
Místo
Praha
ISSN
1801-7118
Periodikum
Scientia&Societas
Ročník
XI
Číslo
2
Stát
Česká republika
Strany od
166
Strany do
175
Strany počet
10
URL
http://www.sets.cz
BibTex
@article{BUT115270, author="Ludmila {Navrátilová}", title="Can we advertise by the same way internationally? Cultural insight to France, the United Kingdom and the United States of America.", journal="Scientia&Societas", year="2015", volume="XI", number="2", pages="166--175", issn="1801-7118", url="http://www.sets.cz" }