Segmentation et stratégies de communication dans les marchés émergents : une approche croisée des concepts de pyramide économique et d'acculturation

This article studies the socio-economic and cultural characteristics in emerging markets segmentation and their influence upon international communication. The conceptual developments are based upon the Prahalad's economic pyramid and the acculturation approach. The proposed framework to analyze communication strategies is illustrated with the advertisements of several foreign advertisers in two emerging markets, Russia and Morocco.

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Year of publication:	2006-07
Authors:	Boutin, Agnès ; Gaston Breton, Charlotte
Institutions:	Université Paris-Dauphine (Paris IX)
Subject:	Stratégies de communication \| Segmentation \| Cultural values \| International advertising strategies \| Stratégie publicitaire à l'internationale \| Acculturation \| Emerging markets \| Marchés émergents

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Series:	Economics Papers from University Paris Dauphine.
Type of publication:	Book / Working Paper
Notes:	Published in Décisions Marketing, 2006, no. 43-44. pp. 79-94.Length: 15 pages
Classification:	M37 - Advertising ; M31 - Marketing
Source:	RePEc - Research Papers in Economics

Persistent link: https://www.econbiz.de/10011073743