Sökning: "Petra Svobodova"

Hittade 1 uppsats innehållade orden Petra Svobodova.

  1. 1. Cross-cultural differences in marketing communications : The Importance of cross-cultural differences in the marketing communications: Investigated in Central and Eastern Europe.

    Master-uppsats, Avdelningen för företagsekonomi

    Författare :Petra Svobodova; Anna Gnyria; [2013]
    Nyckelord :marketing communications; cross-cultural perspective; marketing communication mix; tourism; e-marketing; communication tools; communication media;

    Sammanfattning : Despite the globalization and cultures’ convergence, it is scholarly recognized that cross-cultural issues are important in a business context, especially for companies extending their activities internationally. However, existing theory does not provide an explicit answer of how cultural differences between countries influence customers’ perception of different aspects of marketing communication mix. LÄS MER