Intercultural Communication and International Marketing: Corporate Advertising on the Internet

Business & Finance, Marketing & Sales
Cover of the book Intercultural Communication and International Marketing: Corporate Advertising on the Internet by Natalia Magiati, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Natalia Magiati ISBN: 9783638458306
Publisher: GRIN Verlag Publication: January 19, 2006
Imprint: GRIN Verlag Language: English
Author: Natalia Magiati
ISBN: 9783638458306
Publisher: GRIN Verlag
Publication: January 19, 2006
Imprint: GRIN Verlag
Language: English

Diploma Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Heidelberg, 106 entries in the bibliography, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle 'Think global, act local', indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate 'standardization versus differentiation'. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Diploma Thesis from the year 2005 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 2,0, University of Heidelberg, 106 entries in the bibliography, language: English, abstract: This research examines the relevance of intercultural communication for international marketing, focusing on corporate advertising via the Internet. The first chapter outlines the importance of cultural competence in the field of translation by analyzing the role of modern translators as language, culture and information mediators. Reference is also made to a relatively new field of translation, namely localization. Chapter 2 deals with different definitions and concepts of culture, and various approaches concerning which elements comprise it. Furthermore, it analyzes important culture-related terms also influencing intercultural communication, such as language, cultural differences, culture shock, ethnocentrism and stereotypes. The third chapter is devoted to communication, its components, forms and media. Chapter 4 illustrates the significance of intercultural communication by examining different intercultural aspects and concepts, and providing information on a definition and history of the term and on important intercultural communication theorists. Chapter 5 focuses on the phenomenon of globalization, both in cultural and economic terms. The next chapter refers to the significance of communication and culture skills for international managers and to key competences of international management that can be trained. Chapter 7 explores the broad field of marketing, emphasizing corporate identity and the elements comprising it, essential marketing strategies implemented by multinational companies and the international marketing principle 'Think global, act local', indicating how intercultural communication can determine the success of marketing activities. The last part of this chapter approaches the debate 'standardization versus differentiation'. Chapter 8 is dedicated to advertising as a form of communication, common advertising strategies illustrated through concrete examples, cultural elements that advertisers should take into consideration and the two variants of international advertising campaigns: standardized versus culture-adapted advertising. The last chapter, after giving an insight into the history of the Internet and its multiple functions, explores its use as an instrument of international marketing communication and public relations, and as an advertising medium, focusing on corporate websites of multinational companies.

More books from GRIN Verlag

Cover of the book Die politische Aussagekraft von Tragödien am Beispiel von Athol Fugards 'The Island' by Natalia Magiati
Cover of the book Binnentourismus in Entwicklungsländern - Marginale Größe oder kommender touristischer Markt? by Natalia Magiati
Cover of the book Chinese Made Easy. Introducing Chinese Language to Yoruba Speakers by Natalia Magiati
Cover of the book Vergleich von Onlineshops in der Kategorie Sportnahrung by Natalia Magiati
Cover of the book Stabilisierung traumatisierter Patientinnen by Natalia Magiati
Cover of the book Wagenscheins genetisches Lehren im Biologieunterricht by Natalia Magiati
Cover of the book Möglichkeiten und Grenzen von 'Managed Care' by Natalia Magiati
Cover of the book British or American? George Washington and his identity by Natalia Magiati
Cover of the book Französisch im Kolonialreich - Ein linguistischer Vergleich von Standardfranzösisch und Französisch in Québec by Natalia Magiati
Cover of the book Das Burnout-Syndrom im Lehrberuf by Natalia Magiati
Cover of the book Egodokumente und Hexendiskurs in der frühen Neuzeit by Natalia Magiati
Cover of the book Kann der handlungstheoretische Professionalisierungsansatz von Ulrich Oevermann zur Professionalisierung in der Pflege verhelfen? by Natalia Magiati
Cover of the book Möglichkeiten und Grenzen zur Signalisierung von Prüfungsqualität by Natalia Magiati
Cover of the book Aktuelle Speichermedien im Audiobereich by Natalia Magiati
Cover of the book DDR-Sport und Olympia by Natalia Magiati
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy