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Interkulturelles Marketing. Was Unternehmen beachten müssen

Interkulturelles Marketing. Was Unternehmen beachten müssen

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,7, Hochschule Fresenius; Köln, Sprache: Deutsch, Abstract: In der vorliegenden Arbeit wird das Thema des interkulturellen Marketings behandelt. Die Arbeit teilt sich in zwei Teile, einen theoretischen und einen angewendeten praktischen Teil. Im ersten Teil, dem Theorieteil, wird im zweiten Kapitel der Begriff Kultur genauer definiert und es werden wichtige allgemeine Elemente dieser vor- gestellt und erläutert. Ein weiterer Punkt des Theorieteils ist die strukturelle Analyse, welche im dritten Kapitel zu lesen ist. In dieser werden die Thematiken Auswahl der Farben und Bilder in einer Werbung, die Sprachanalyse und einige Marketingstrategien näher erklärt. Anschließend folgt der praktische Teil der Arbeit, der das gesamte vierte Kapitel beinhaltet. Dort werden ausgewählte Länder in spezifischen Kriterien verglichen. Da der Wettbewerb zwischen Unternehmen wächst, werden diese zunehmend auf ausländische Märkte aufmerksam und dort auch tätig. Dieser wachsende Prozess wird Internationalisierung genannt und ist eine große Chance für Unternehmen ihren Umsatz steigern zu können und ihre Marke bekannter zu machen. Ausschlaggebend für die Internationalisierung ist die fortgeschrittene Globalisierung. Durch die Internationalisierung arbeiten viele Menschen miteinander, die unterschiedlicher Herkunft sind, so dass eine Interaktion zwischen Menschen entsteht, die unterschiedlicher Kulturen sind. Man kann ein interkulturelles Marketing grundsätzlich für jedes bestehende Unternehmen aufbauen. Dafür ist es nachrangig, wie groß das Unternehmen oder in welcher Branche es tätig ist. Wichtig dafür ist lediglich, dass es in diesem Land ein ausgeprägtes Marketing gibt, welches auf die jeweilige Kultur angepasst ist und ein gut durchdachtes Konzept und Strategien enthält. Da das Thema für Unternehmen immer wichtiger wird, muss zunehmend mehr auf das interkulturelle Marketing geac


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Product Details
  • ISBN-13: 9783346035769
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 334603576X
  • Publisher Date: 10 Sep 2019
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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