Global and local perspectives in B2B branding [electronic resource] / Holger Ambroselli.
Material type:
FilmSeries: Henry Stewart talksBusiness & management collection. B2B advertising: Publisher: London : Henry Stewart Talks, 2008Description: 1 online resource (1 streaming video file (43 min.) : color, sound)Other title: Global and local perspectives on B2B brandingSubject(s): Advertising, Industrial | Industrial marketingOnline resources: Click here to access online | Series Animated audio-visual presentations with synchronized narration.
Title from title frames.
Contents: Brands and markets -- A new brand building process -- 'Push' and 'pull' branding -- Future attraction of markets -- Cultural differences -- The Asian challenge -- Cultural understanding -- Cultural differences as a challenge -- Power distance -- Status needs -- Individualism versus collectivism -- Convergence and divergence in consumer behaviour -- Uncertainty avoidance -- Advertising and communication styles that respect cultural differences -- Buying motives.
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Mode of access: World Wide Web.