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    Die Uebertragbarkeit von Werbekonzeptionen auf internationale Maerkte

    Analyse und Exploration auf der Grundlage einer Befragung bei europaweit taetigen Werbeagenturen

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    Author(s)
    Althans, Jürgen
    Language
    German
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    Abstract
    Die Diskussion, ob Werbekonzeptionen international tätiger Unternehmen international vereinheitlicht werden können (Standardisierung) oder länderspezifisch entwickelt werden müssen (Differenzierung), wird stark kontrovers geführt. Die vorliegende Arbeit strukturiert und analysiert die Bedingungen, unter denen eine Standardisierung internationaler Werbekonzeptionen möglich erscheint. Unter Berücksichtigung der Ergebnisse einer empirischen Untersuchung bei 32 international tätigen Werbeagenturen werden alternative Gestaltungsmöglichkeiten internationaler Werbestrategien abgeleitet.
    URI
    http://library.oapen.org/handle/20.500.12657/27075
    Keywords
    Althans; Analyse; Befragung; einer; europaweit; Exploration; Grundlage; internationale; Märkte; tätigen; Übertragbarkeit; Werbeagenturen; Werbekonzeptionen
    DOI
    10.3726/b13596
    ISBN
    9783631750407
    OCN
    1082943543
    Publisher
    Peter Lang International Academic Publishers
    Publisher website
    https://www.peterlang.com/
    Publication date and place
    Bern, 2018
    Series
    Schriften zu Marketing und Management, 2
    Classification
    Communication studies
    Corporate governance: role and responsibilities of boards and directors
    Pages
    321
    Rights
    https://creativecommons.org/licenses/by/4.0/legalcode
    • Imported or submitted locally

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    License

    • If not noted otherwise all contents are available under Attribution 4.0 International (CC BY 4.0)

    Credits

    • logo EU
    • This project received funding from the European Union's Horizon 2020 research and innovation programme under grant agreement No 683680, 810640, 871069 and 964352.

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