İŞLETMELER AÇISINDAN ULUSLARARASI İLETİŞİM

Year 2005, Issue: 1, 9 - 18, 26.09.2005

Nurhan Babür Tosun

https://izlik.org/JA22RK47BJ

Abstract

Dünya
global bir köy haline gelmektedir. Şirketler uluslararası pazarlarda çeşitli
sorunlarla karşılaşabilmektedirler. Genellikle uluslararası pazar koşullarındaki
farklı kültürel yapı ve özellikler şirketleri uluslararası pazarlama ve
reklam uygulamalarında daha dikkatli davranmaya itmektedir. Dolayısıyla
pazarlama iletişimi uzmanlarının, şirketlerin faaliyet gösterdikleri
pazarlardaki kültürel farklılıklardan etkilenen sözlü ve sözsüz iletişim, değerler
ve tutumlar, din, mizah ve cinsiyet rollerini göz önüne almaları gerekir.

Keywords

Uluslararası pazarlama , reklam , kültür

References

• Agrewal, M (1995). Review of a 40-Year Debate International Advertising, International Marketing Review, 12(1), 26-48.
• Belch, G ve Belch, M (1999). Advertising and Promotion, Chicago: Irwin McGraw-Hill
• Bradley, F (1999). International Marketing Strategy, London:PrenticeHall
• Caillat, Z - Muller, B (1996). Observations: The Influence of Culture on American and British Advertising, Jornal of Advertising Research, 36(3), 79-88.
• Hofstede, G (1991). Cultures and Organisations, London:McGraw Hill
• Hollensen, S (1996). Global Marketing, London: Prentice Hall
• Holzmuller, H.H - Stöttinger, B (1998). A Pragmatic Consept for Developing the Culturel Sensitivity of Marketing Managers, 27th Emac Conference, 22-34
• Friedland, J - Mc-Carthy, M.J. (1997). Pairng Bud with Sushi in South America, The Wall Street Journal, s:6
• IP Group (2003), Eurepean Key Facts, Brussels
• Kaynak, E - Mitchell, L.A. (1991). Analysis of Marketing Strategies Used in Diverse Cultures, Journal of Advertising Research ,23(3), 25-32
• Kanso, A. (1992). International Advertising Strategies, Journal of Advertising Research, January, 10-14
• Lee, J.A. (1996). Culturel Analysis in Overseas Operation, Harward Business Review, 106 -114
• Lewitt, T. (1997). Globalization of Markets, Harward Business Review, 61(3), 92-102
• Mueller, B. (2003). International Advertising, Belmont:Wadsworth Publishing
• Pollay, R.W. - Gallagher, K. (1990). Advertising and Culturel Values, International Journal of Advertising, 9, 359-372
• Terbstra, V (1997). International Marketing, Newyork:Rinehart Triandis,
• H.C. (1996). The Self and Social Behavior in Differing Culturel Context, Psychological Review, 96(3), 56-20
• Walliser, B. - Usunier, J.C. (1998). The Standardization of Advertising Execution, 27th Emac Conference, Stockholm, 517-536
• Warner, F. (1996). Tobacco Brands Outmaneuver Asian and Bans, The Wall Street Journal, s.1-3
• Zhang, Y. - Gelb B.D. (1996). Matching Advertising Appeals to Culture, Journal of Advertising, 25(3), 29-46
• Zuuhout, M. ve Heijblom, R. (1998). Misjudgements in International Marketing, Groningen