Standardization and Adaptation

ISBN-13: 9783847376620 / Angielski / Miękka / 68 str.

Nesibe Nur Sanal

Opis

We have all heard the expression that our world is shrinking. To a large extent, the strength of our economy depends on our ability to do business with countries in other parts of the world. To stay competitive in the world market, the countries must design products that meet the needs of people from all over the world and advertise the goods with awareness of the diversities. So, just producing products isn t a sufficient ticket for serving our products to the world consumers. How you serve is becoming more important as well as what you serve . In addition, we must develop strategies for the right advertising to the target audience. If we want to sell our products and make profitable business deals with people from other countries, it only makes good business sense to develop and understanding and appreciation of their diversities. The aim of this study is to contribute information for effective marketing by providing awareness of diversity influences on international advertising strategies.

O autorze

Nesibe Nur anal is a lecturer at the Fatih University Vacational School, Istanbul, Turkey. She received her MA from the Department of Management at the Fatih University. She is currently a PhD candidate in Gebze Institute of Technology, Turkey. Her research interests include international marketing and foreign trade.