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Cultural Meaning of Brands

af Carlos J. Torelli, Maria A. Rodas, Jennifer L. Stoner

indgår i Foundations and Trends in Marketing serien

Cultural Meaning of Brands af Carlos J. Torelli
Bag om Cultural Meaning of Brands

Introduces a conceptual framework to understand how globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds; the mechanisms by which brands acquire cultural meanings; and the tools that marketers have to purposefully imbue brands with cultural meanings.

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  • Sprog:
  • Engelsk
  • ISBN:
  • 9781680832860
  • Indbinding:
  • Paperback
  • Sideantal:
  • 74
  • Udgivet:
  • 30. maj 2017
  • 8-11 hverdage.
  • 21. november 2024

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Introduces a conceptual framework to understand how globalization is changing the marketplace and the way consumers bring cultural meanings and identities to the fore of their minds; the mechanisms by which brands acquire cultural meanings; and the tools that marketers have to purposefully imbue brands with cultural meanings.

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