Schmidt, Christopher M. / Neuendorff, Dagmar / Nielsen, Martin (Eds.): Marktkommunikation in Theorie und Praxis. Inter- und Intrakulturelle Dimensionen in der heutigen Wirtschaft.

Different areas of corporate activities are becoming ever more interwoven in the course of economic globalisation. As a consequence of this development, corporate management finds itself confronted with fundamental issues concerning market oriented communication strategies.

The present volume presents, in condensed form, selected European studies concerning the question of how to integrate cultural issues in communication strategies. On the basis of insights into areas such as website marketing, internet advertising, country marketing, image management, and intercultural understanding, it becomes evident that cultural differentiation in external corporate communication is to be seen as a means for success in corporate activity. Furthermore, the authors outline, on the basis of individual case studies, concrete ways of dealing with the subject matter.

Deutscher Universitäts-Verlag 2002. 362 pages. With 26 graphs & 34 tables. ISBN: 3824445638, € 76,99

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