00875nam0 22002651i 450 SUN005640120061121120000.035-406-1651-920061120d1997 |0engc50 baengDE|||| |||||Fluid mechanicsJoseph H. SpurkBerlin : Springerc1997XII513 p. ; 24 cmTransl.: Katherine Mayes.BerlinSUNL000066Spurk, Joseph H.SUNV044849440356Mayes, KatherineSUNV044850SpringerSUNV000178650ITSOL20200921RICASUN0056401UFFICIO DI BIBLIOTECA DEL DIPARTIMENTO DI INGEGNERIA05CONS B II 200 05 2638 20061120 Fluid mechanics77840UNICAMPANIA02598nam 2200625 a 450 991078538500332120230721013418.03-8366-1995-4(CKB)2670000000052806(EBL)594522(OCoLC)679417404(SSID)ssj0000656183(PQKBManifestationID)12249243(PQKBTitleCode)TC0000656183(PQKBWorkID)10632177(PQKB)10448036(SSID)ssj0000824427(PQKBManifestationID)11445178(PQKBTitleCode)TC0000824427(PQKBWorkID)10791856(PQKB)10854494(MiAaPQ)EBC594522(WaSeSS)Ind00048538(Au-PeEL)EBL594522(CaPaEBR)ebr10487844(EXLCZ)99267000000005280620110831d2009 uy 0engur|n|---|||||txtccrGlobal advertising in a cultural context[electronic resource] /Mirjana MilenkovicHamburg Diplomica Verlag20091 online resource (66 p.)Title from cover.3-8366-6995-1 Includes bibliographical references.Global Advertising in a Cultural Context; TABLE OF CONTENTS; LIST OF FIGURES AND TABLES; 1 Objectives and Structure of this Book; 2 The Concept of Culture; 3 Global Advertising; 4 Overcoming Cultural Differences; 5 Conclusion; BibliographyThe globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides knowing the pros and cons of these approaches, it is essential that advertisers are familiar with different cultures. Otherwise the advertisement runs the risk of being misunderstood or in the worst case to offend cultural fundamentals. In herAdvertisingCultureMass media and cultureAdvertising.Culture.Mass media and culture.302.23068Milenković Mirjana1466486MiAaPQMiAaPQMiAaPQBOOK9910785385003321Global advertising in a cultural context3676973UNINA