Ambroselli, Holger. <br/><br/>
Global and local perspectives in B2B branding  [electronic resource] / 
 Global and local perspectives on B2B branding 
Holger Ambroselli. 
 - London :  Henry Stewart Talks,  2008. 
 - 1 online resource (1 streaming video file (43 min.) :  color, sound). 
 - B2B advertising : the strategy, theory, techniques and possibilities of building B2B brands .
 - Henry Stewart talks.  Marketing & management collection.  B2B advertising .
<br/><br/> Animated audio-visual presentations with synchronized narration.  Title from title frames. 
<br/><br/>Contents: Brands and markets -- A new brand building process --  ́ Push ́  and  ́ pull ́  branding -- Future attraction of markets -- Cultural differences -- The Asian challenge -- Cultural understanding -- Cultural differences as a challenge -- Power distance -- Status needs -- Individualism versus collectivism -- Convergence and divergence in consumer behaviour -- Uncertainty avoidance -- Advertising and communication styles that respect cultural differences -- Buying motives. 
<br/><br/> Access restricted to subscribers. 
<br/><br/><br/>Mode of access: World Wide Web. <br/>System requirements:  Browser compatibility: updated Mozilla Firefox, Google Chrome, Safari or Internet Explorer 8+.  Browser settings: enable JavaScript, enable cookies from the Henry Stewart Talks site.  Required Desktop Browser plugins & viewers:  Updated Adobe Flash Player & Adobe Acrobat Reader. Mobile device & operating system versions: Android v2.1+, iPhone 4+ (iOS v5.x+), iPad 2+ (iOS v5.x+), BlackBerry OS v7.0+, Windows Phone v6.5.1+. 
<br/><br/><label>Publisher. No.: </label>1900  Henry Stewart Talks 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Advertising, Industrial.<br/>Industrial marketing.