TY  - ADVS
AU  - Ambroselli,Holger
TI  - Global and local perspectives in B2B branding
T2  - B2B advertising : the strategy, theory, techniques and possibilities of building B2B brands
PY  - 2008///
CY  - London
PB  - Henry Stewart Talks
KW  - Advertising, Industrial
KW  - Industrial marketing
N1  - Animated audio-visual presentations with synchronized narration; Title from title frames; 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; Access restricted to subscribers
UR  - http://hstalks.com/lib.php?t=HST63.1900&c=250
UR  - http://hstalks.com/lib.php?t=HST63&c=250
ER  -