haku: @journal_id 69 / yhteensä: 714
viite: 217 / 714
| Tekijä: | Clark, T. |
| Otsikko: | International marketing and national character: a review and proposal for an integrative theory |
| Lehti: | Journal of Marketing
1990 : OCT, VOL. 54:4, p. 60-79 |
| Asiasana: | INTERNATIONAL MARKETING MARKETING THEORY CULTURE SOCIAL PSYCHOLOGY |
| Kieli: | eng |
| Tiivistelmä: | An attempt is made to develop and rationalize the use of the national character concept in the context of international marketing. First differences between national character and cross-cultural studies, then the nature and development of the concept is discussed, the culture-centered and the personality-centered approaches to national character are highlighted. Importance of the concept is stressed. Approaches to the development of national character are classified, discussion suggested by several authors are examined. A comprehensive framework applicable for both consumers and decision makers for the assessment of the marketing-related character of a nation is presented and the character of six nations is assessed. |
SCIMA