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Marketing Across Cultures: Effective Strategies in International Advertising
Stockholm University, Faculty of Social Sciences, School of Business.
Stockholm University, Faculty of Social Sciences, School of Business.
2002 (English)Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE creditsStudent thesis
Abstract [en]

We have been studying the phenomenon of intecultural marketing communication between France and Sweden wiith help from our preunderstanding about the French culture, the advertisements on an Yves Saint Laurent fragrance and the empirical data from an International cosmetic firm, L' Oréal. This research is seeking to describe how to best organize cross-border campaigns in the cosmetic industry and the phenomena of whether to standardise or adapt an advertising message that is crossing international boundaries and cultures. The method that we have chosen to employ for our thesis is based on a hermeneutic scientific approach. The tools that have been helpful are: the emic and the etic approach, the qualitative method, an interview, a case study, and primary and secondary data.

Place, publisher, year, edition, pages
2002.
National Category
Business Administration
Identifiers
URN: urn:nbn:se:su:diva-3191OAI: oai:DiVA.org:su-3191DiVA: diva2:192426
Uppsok
samhälle/juridik
Available from: 2007-01-05 Created: 2007-01-05

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