Managing a global brand in diverse cultural contexts : the case of LG Electronics' advertising strategy in the United Kingdom and Russia
Alexei V. Matveev, Miwa Y. Merz and Dinara I. Nurgaleeva
| Year of publication: |
2012
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|---|---|
| Authors: | Matveev, Alexei V. ; Merz, Miwa Y. ; Nurgaleeva, Dinara I. |
| Published in: |
Journal of global scholars of marketing science : bridging Asia and the world ; JGSMS. - Abingdon, Oxon : Routledge, Taylor & Francis, ISSN 2163-9159, ZDB-ID 2732597-0. - Vol. 22.2012, 3, p. 260-275
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| Subject: | brand management | LG Electronics | standardized and differentiated strategies | Russian Federation | United Kingdom | Russland | Russia | Markenführung | Brand management | Großbritannien | Internationales Marketing | International marketing | Markenartikel | Brand |
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Notes: | Zsfassung in chin. Sprache |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10010406532