In this article the necessary paths to an evolution of communication within marketing due to the actual international scenario are discussed. In particular attention is drawn to communication which arises from cross-cultural marketing and thus showing how we can deepen the distinction between culturally customized communication and crossculturally customized communication.
(2010). Marketing and Communication: A cross-cultural approach [conference presentation - intervento a convegno]. Retrieved from http://hdl.handle.net/10446/27845
Marketing and Communication: A cross-cultural approach
CAVALLONE, Mauro
2010-03-01
Abstract
In this article the necessary paths to an evolution of communication within marketing due to the actual international scenario are discussed. In particular attention is drawn to communication which arises from cross-cultural marketing and thus showing how we can deepen the distinction between culturally customized communication and crossculturally customized communication.File allegato/i alla scheda:
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