0000000000315455
AUTHOR
Carmen Rodríguez Santos
showing 2 related works from this author
What are you?: pragmatic, self-confident, #hashtag or a vital senior? Using marketing to curb alcoholism and encourage healthy consumption!
2017
From a public administration approach, alcohol consumption is responsible for 3.8% of overall mortality. From a private approach, companies in the alcohol industry are faced with increasing competi...
Consumer Culture
2013
The debate on standardization versus adaptation is everywhere apparent and addresses the question whether and to what extent consumer behaviour differs between countries. While some studies confirm the assumption of one single pan-European market, another stream of research emphasizes that European countries continue to possess predominantly distinct market identities and favour multi-regional strategies. Thus, in the tension between worldwide standardization, national customization, and hybrid approaches such as “glocalization,” the aim of this chapter is to shed light on the importance of cultural differences and similarities in international marketing. After discussing the meaning of cul…