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Abosede Ijabadeniyi, Jeevarathnam Parthasarathy Govender, Dayaneethie Veerasamy
This paper investigates the cultural diversity between Africans and Indians in Durban, South Africa, based on marketing communication. While cross-cultural marketing research has been concentrated on Western and Eastern societies, there is a lack of such...
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Nada Mallah Boustani and Claude Chammaa
This paper aims to explore Youth?s attitudes towards digital marketing utility perception and its effect on behavioral patterns in a cross-cultural perspective. The unified theory of acceptance and use of technology (UTAUT 2) model was adopted together w...
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Elizabeth Adaobi Oputa,Fakhrorazi bin Ahmad
Pág. 38 - 45
This paper presents a theoretical discussion regarding how semiotic advertising is adopted by international firms. The semiotic advertising concept as explained in this study is defined as an advertising approach or method based on the use of signs and s...
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Daniel Adrian Gârdan,Gheorghe Epuran,Iuliana Petronela Gârdan
The issue of culture consumption is a particular concern within the modern marketing theory. Culture can be seen as representing a body of knowledge, beliefs, values, attitudes, symbols etc, developed in a certain period of time by a group of individuals...
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Elielson Oliveira Damascena,Brigitte Renata Bezerra de Oliveira,Francisco Vicente Sales Melo
Pág. 75 - 87
O marketing cultural é um tema relevante para a gestão organizacional. Desse modo, o objetivo deste estudo foi analisar a importância dada à cultura como componente da estratégia de comunicação de empresas de serviços situadas na Região do Vale de São Fr...
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Carla Hapsari,Jol Stoffers,Agus Gunawan
Pág. 238 - 245
World globalisation drives companies to undertake international expansion with the aim of retaining or growing their businesses. When companies globalize, managers encounter new challenges in making international marketing strategy (IMS) decisions, which...
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Jorge Serrano-Cobos,Ángeles Calduch-Losa
Pág. 1 - 23
La técnica de diseño de personas, proveniente del entorno del diseño centrado en el usuario, puede emplearse como herramienta en el diseño de mejoras para la difusión del patrimonio, divulgación, comunicación y marketing cultural de espacios de informaci...
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Alexandra ZBUCHEA
Pág. 483
Museums compete increasingly more with very diverse entertainment providers, such as theme parks, despite the fact that their offer is mainly cultural. Museums have had to be more active and they have had to diversify their offer, in order to be more pop...
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Kwanghee Jung, Vinh T. Nguyen, Diana Piscarac and Seung-Chul Yoo
Jeju Island comes second to only Seoul as Korea?s most visited destination, yet most visitors do not have the chance to go beyond brief visits and immerse themselves in the island?s history and cultural heritage. This project introduces the cultural heri...
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Andrey Yu. Mordovtsev,Alexey Yu. Mamychev,Tatyana V. Mordovtseva,Mikhail L. Mirzorin
Pág. 45 - 50
The article reveals the original aspects of formation of legal marketing information in the transition (transitive) public-political field. The paper studied the nature of the legal information in a broad sociocultural space, revealed its peculiarities a...
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Eduardo Gomor dos Santos,Carla Beatriz de Paulo
Pág. 111 - 124
Este trabalho analisa a disponibilização de recursos públicos para as políticas culturais no Brasil. O estudo parte de uma relação intrínseca entre cultura e política, entre formas de ver, viver e pensar o mundo e suas consequências políticas, identifica...
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Kexiao Xie, Dongkai Lin, Weihan Zhu, Yongqiang Ma, Jiaxiong Qiu, Youcheng Chen and Zhidan Chen
Tea is a global economic crop. In the traditional sales model, the quality of tea is difficult to judge via external clues, and it basically relies on consumers to taste and experience it firsthand. However, currently, most e-commerce platforms can only ...
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César María Mora Márquez,María Concepción de Medina Jurado,María Ramos Jurado,Guillermo Valverde Maestre
El turismo rural es un elemento determinante para el desarrollode las zonas rurales, y con la riqueza y diversidad de los recursos naturales, el patrimonio histórico, artístico y cultural que poseen Andalucía y la provincia de Córdoba, hacen posible el a...
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Nelson Garcia Reinoso,David Reinaldo García Moreira,Yomara Quintero Ichazo
The objective of this research was to characterize the Colombian demand based on the consumption of tourism products and services, assessment, satisfaction and positioning that the Planning Zone 1 and the province of Pichincha of Ecuador occupy. The meth...
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Wenjie Zhen, Shifang Huang, Zhihui Tian and Xiaoyue Yang
Tourist maps provide tourists with destination information that reflects their unique characteristics and cultural connotations and play an important role in attracting tourists and serving marketing purposes. However, existing designs of tourist maps of...
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Vassilis Poulopoulos and Manolis Wallace
We are entering an era in which online personalities and personas will grow faster and faster. People are tending to use the Internet, and social media especially, more frequently and for a wider variety of purposes. In parallel, a number of cultural spa...
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Jay Sang Ryu, Sally Fortenberry
Pág. 1 - 8
This research compared the shopping motivations and behaviors of young consumers toward small-town retailing based on their personal-level cultural orientation: idiocentrism (personal-level individualism) or allocentrism (personal-level collectivism). A ...
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Sooun Lee, Joshua Schwarz, James Coyle, Thomas Boulton, Naoki Kameda
This case requires students to practice international management skills as they consider a wide range of important business questions for a medium-size US company looking to enter the Chinese market. Over the course of four separable modules, students de...
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Hazel T. Suchard
AbstractMarketing and marketing policy in international markets, must be based, according to the authoress, upon the level of economic development within a specific country and regions within a specific country. The authoress proceeds to provide stages i...
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You-Kyung Lee,Charles A. Robb
AbstractPurpose: This study examines the relationships between cultural openness, world-mindedness (WMD), product-country image (PCI) and the purchase intentions of South African consumers situated in the South African marketplace. In addition, distincti...
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