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 Evaluation of a Marketing Strategy with a Focus on Consumer Culture Theory and Country of Origin Effects Marketing of a Foreign Automotive Brand
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Evaluation of a Marketing Strategy with a Focus on Consumer Culture Theory and Country of Origin Effects Marketing of a Foreign Automotive Brand: The Case of Skoda in Taiwan.

автор David M. издательство Книга по Требованию Маркетинг в рекламе. Коммуникативная и интегративная сущность кампаний
Cтраниц 76        мягкая обложка       
Аннотация:The companies that are unable to pursue global opportunities are at high risk since it could eventually lead them to lose their domestic markets. The internationalization of marketing activities is a well-known and growing phenomenon. Skoda marketing strategy was described and evaluated based on the marketing mix conception. Taiwan represents a specific consumer culture with a strong persistence of traditional Confucian values. A company’s failure abroad often results from the inability to meet the culturally based needs and wants of local consumers. Understanding the reasons for the success, or the failure of a foreign company on a specific market may represent an excellent learning opportunity for managers, marketing students and everyone else interested in international marketing. This study investigates the reasons for the failure of Skoda Auto - an internationally successful and growing Czech automaker – in Taiwan through the analysis of its marketing strategy. The qualitative approach and case study methodology was carried out. Consumer culture theory and country-of-origin effects are used in this study to explain the consumer’s behavior.
Автор: David M.
Издательство: Книга по Требованию
Год:2009
Цена:
1980 руб
Нет в наличии
Поиск: Evaluation of a Marketing Strategy with a Focus on Consumer Culture Theory and Country of Origin Effects Marketing of a Foreign Automotive Brand: The Case of Skoda in Taiwan.
НОВЫЙ ГОД СИМВОЛ 2013 ГОДАУКРАШЕНИЯ
КАРНАВАЛ НА НОВЫЙ ГОД РАСПРОДАЖА
Ортомолекулярная медицина Orthomol Устрание причин заболеваний. Ортомоль это новый метод для лечения и профилактики болезней. Orthomol - ортомолекулярная медицина.
Russia and the international economy

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