The Hofstede model : applications to global branding and advertising strategy and research
Marieke de Mooij and Geert Hofstede
| Year of publication: |
2010
|
|---|---|
| Authors: | Mooij, Marieke K. de ; Hofstede, Geert |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 29.2010, 1, p. 85-110
|
| Subject: | Internationales Marketing | International marketing | Markenführung | Brand management | Kulturelle Identität | Cultural identity |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003944659