The global-local paradox in international advertising. Can marketing really be international?

Business & Finance, Marketing & Sales
Cover of the book The global-local paradox in international advertising. Can marketing really be international? by Christina Liessem, GRIN Verlag
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Christina Liessem ISBN: 9783656852414
Publisher: GRIN Verlag Publication: December 2, 2014
Imprint: GRIN Verlag Language: English
Author: Christina Liessem
ISBN: 9783656852414
Publisher: GRIN Verlag
Publication: December 2, 2014
Imprint: GRIN Verlag
Language: English

Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij's opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950's and the 1980's. Simultaneously, 'academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach' (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation in international marketing. Additionally case examples from German companies will be introduced to support the argumentation.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Essay from the year 2011 in the subject Business economics - Marketing, Corporate Communication, CRM, Market Research, Social Media, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij's opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950's and the 1980's. Simultaneously, 'academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach' (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation in international marketing. Additionally case examples from German companies will be introduced to support the argumentation.

More books from GRIN Verlag

Cover of the book Die politische Bilanz des Dreißigjährigen Krieges im Bezug auf das Land Schweden by Christina Liessem
Cover of the book Zu Schopenhauers Mitleidsphilosophie - Mitleid und Kunst by Christina Liessem
Cover of the book Leitfaden zur Errichtung von Windenergieanlagen in geschlossenen Waldgebieten. Ökologie, Ökonomie und Logistik by Christina Liessem
Cover of the book Aspektuelle Verbalperiphrasen im Spanischen by Christina Liessem
Cover of the book Kommunikation über das Todesthema bei Michel de Montaigne by Christina Liessem
Cover of the book Bilanzskandale und die Verwicklung von Wirtschaftsprüfern by Christina Liessem
Cover of the book Energiebasiertes Routing für die Elektromobilität by Christina Liessem
Cover of the book Planung und Durchführung einer Unterrichtseinheit in der ökonomischen Bildung 'Schuldenfalle Handy' by Christina Liessem
Cover of the book Entwicklungen im nachhaltigen Alpentourismus am Beispiel des Ökotourismus by Christina Liessem
Cover of the book Zur schichtspezifischen Sozialisation der 70er Jahre bis heute - mit einem Ausblick auf die Ergebnisse der PISA-Studie by Christina Liessem
Cover of the book Interessentheorie - Grundzüge der Interessentheorie mit Bezug auf musikpädagogische Zusammenhänge by Christina Liessem
Cover of the book Die Politik der Europäischen Zentralbank by Christina Liessem
Cover of the book Technological Forecasting by Christina Liessem
Cover of the book Kindertagesstätten als Erziehungsersatz by Christina Liessem
Cover of the book Mögliches Therapieschema einer altersbedingten Gonarthrose eines Gesundheitssportlers by Christina Liessem
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy