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Unilever
C/M/267. Standardization vs. Adaptation of Global Marketing Communication
- WORDS:
- 2100
- DATE:
- 2005
- PRICE:
- 29.99 GBP
This essay focuses on the literature of the extent of standardization of marketing communication for global companies. It looks into the three major perspectives: standardization, adaptation and compromise in order to see different dimensions of this topic. Finally, using Unilevers Websites for each country as a case study it establishes how different factors influence on the design and content of the internet marketing communication.
KEYWORDS: standardization, vs, adaptation, global, marketing, communication,
Other Papers On: Unilever
Other Papers On: Global Marketing
Other Papers On: Marketing Communications
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