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Publikováno v:
International Marketing Review. 19:408-419
The objective of this study is to test whether gender stereotyping in printed advertising is more prevalent in masculine as opposed to feminine countries. We consider this to be important, as advertising is generally more influential than literature
Externí odkaz:
https://explore.openaire.eu/search/publication?articleId=doi_________::ef9b36399da92f96c31c0cb76dee77c1
https://doi.org/10.1108/02651330210435690
https://doi.org/10.1108/02651330210435690
Publikováno v:
International Marketing Review; 2002, Vol. 19 Issue 4, p408, 12p, 1 Chart
Der Band bietet einen systematischen Überblick über die Grundlagen, Theorien und empirischen Befunde der feministischen Kommunikations- und Medienwissenschaft. Die Beiträge behandeln die Entwicklungen und den aktuellen Stand der gesamten Breite de
Autor:
Jean-Claude Usunier, Julie Anne Lee
In an increasingly interconnected global business environment, it is crucial that marketers recognise how a better understanding of cultural differences can help improve performance. Marketing Across Cultures examines how multinational companies can