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~isPartOf:"Economics Papers from University Paris Dauphine"
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Acculturation
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Emerging markets
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International advertising strategies
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Marchés émergents
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Stratégie publicitaire à l'internationale
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communication sociétale
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La communication sociétale : entre opportunités et risques d’opportunisme
Parguel, Béatrice
;
Larceneux, Fabrice
;
Benoît-Moreau, …
-
Université Paris-Dauphine (Paris IX)
-
2010
’objectif de cet article est de dresser un bilan des
stratégies
de
communication
sociétale, d’envisager leurs atouts et d …
Persistent link: https://www.econbiz.de/10011072403
Saved in:
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Segmentation et
stratégies
de
communication
dans les marchés émergents : une approche croisée des concepts de pyramide économique et d'acculturation
Boutin, Agnès
;
Gaston Breton, Charlotte
-
Université Paris-Dauphine (Paris IX)
-
2006
This article studies the socio-economic and cultural characteristics in emerging markets segmentation and their influence upon international communication. The conceptual developments are based upon the Prahalad's economic pyramid and the acculturation approach. The proposed framework to analyze...
Persistent link: https://www.econbiz.de/10011073743
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