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Globale Marken auf lokalen Märkten. Die Bedeutung des kulturellen Kontexts bei der Entwicklung von Werbebotschaften anhand ausgewählter Beispiele aus der Automobilindustrie

Globale Marken auf lokalen Märkten. Die Bedeutung des kulturellen Kontexts bei der Entwicklung von Werbebotschaften anhand ausgewählter Beispiele aus der Automobilindustrie

          
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About the Book

Masterarbeit aus dem Jahr 2010 im Fachbereich BWL - Allgemeines, Note: 1,3, Albert-Ludwigs-Universität Freiburg (Frankreich-Zentrum), Sprache: Deutsch, Abstract: Diese Arbeit will einen Anstoß geben zur Auseinandersetzung mit Kultur im Zuge von Marketingaktivitäten - und im Speziellen von Werbung - global tätiger Unternehmen. Dazu werden im ersten Kapitel einige Grundlagen aus dem Marketing angesprochen und anschließend der Aspekt der Globalisierung und seine Implikationen für Unternehmen vertieft. Auf diesen ersten Marketingteil folgt in Kapitel zwei die Betrachtung von Werbung aus kultureller Sicht. Hier werden zunächst Grundlagen aus der Kulturtheorie erläutert und dann die enge Verbindung von Kultur und Werbung dargelegt. Das dritte Kapitel geht schließlich vor dem Hintergrund der bis dahin entwickelten Grundlagen auf Werbung und Marken ein. Im vierten Kapitel folgt schließlich - auf einige Anmerkungen zu den Gründen der Auswahl - die Analyse von Werbebotschaften aus der Automobilwerbung, die die im Theorieteil dargestellten Annahmen und Ideen stützen und Anregungen zu weiter führenden Analysen geben soll. Der Schlussteil fasst dann die Kernaussagen der Arbeit zusammen und gibt einen Ausblick auf wahrscheinliche Entwicklungen und weitere mögliche Untersuchungsbereiche, die an das Thema anknüpfen.


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Product Details
  • ISBN-13: 9783668867864
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 76
  • Spine Width: 5 mm
  • Width: 148 mm
  • ISBN-10: 3668867860
  • Publisher Date: 07 Jan 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr

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Globale Marken auf lokalen Märkten. Die Bedeutung des kulturellen Kontexts bei der Entwicklung von Werbebotschaften anhand ausgewählter Beispiele aus der Automobilindustrie
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Globale Marken auf lokalen Märkten. Die Bedeutung des kulturellen Kontexts bei der Entwicklung von Werbebotschaften anhand ausgewählter Beispiele aus der Automobilindustrie
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Globale Marken auf lokalen Märkten. Die Bedeutung des kulturellen Kontexts bei der Entwicklung von Werbebotschaften anhand ausgewählter Beispiele aus der Automobilindustrie

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