Kathrin Gerbe 
Intercultural communication as a strategy of global marketing [PDF ebook] 
Marketing strategies of McDonald’s in India and Saudi Arabia

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Essay from the year 2007 in the subject Communications – Intercultural Communication, grade: 1, 0, University of Newcastle upon Tyne, course: Language and Cross-Cultural Communication, language: English, abstract: The world is growing together. In the wake of globalization many companies have expanded their markets to countries around the world. No matter if in Europe, America, Africa, Asia or Australia – everywhere we are greeted by the familiar corporate logos of global players like Coca Cola, Mc Donald’s and Burger King.
I would like to suggest that an important factor of the international success of these companies are specialised marketing concepts, which are based on the individual culture of the respective target country. Intercultural communication seems therefore an important element in marketing products worldwide.
In this essay, I will have a look at a company whose name has become synonymous with globalization: Mc Donald’s. The development of the term “Mc Donaldization” shows that the company’s strategy of efficiency, calculability, predictability and control is effective around the globe (Ritzer in Usunier 2000; Jandt 2004).

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语言 英语 ● 格式 PDF ● ISBN 9783638785396 ● 文件大小 3.0 MB ● 出版者 GRIN Verlag ● 市 München ● 国家 DE ● 发布时间 2007 ● 版 1 ● 下载 24 个月 ● 货币 EUR ● ID 3826842 ● 复制保护

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