Driving a deeply rooted brand : cultural marketing lessons learned from GM's Hummer advertising
Year of publication: |
2012
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Authors: | Luedicke, Marius K. |
Published in: |
Marketing management : a cultural perspective. - London : Routledge, ISBN 978-0-415-60683-7. - 2012, p. 315-331
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Subject: | Markenführung | Brand management | Werbung | Advertising | Nationalkultur | National culture | Konsumentenverhalten | Consumer behaviour | Kfz-Industrie | Automotive industry | USA | United States |
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