Intercultural communication in food marketing: Analysis of the customer approach based on web design in Mexico compared to Germany and Switzerland (German Edition)

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(as of Feb 20,2023 05:13:05 UTC – Details)

Food is directly related to a country’s culture. The question arises as to whether intercultural communication takes place in international marketing in order to optimally reach consumers. An analysis takes place based on the web design of selected websites of the largest international food manufacturers and is intended to provide an answer to the question. The Internet was chosen as the medium because it can be used to reach consumers globally and thus present the company and the products worldwide. The theoretical foundations of this work are topics such as international marketing, communication, web design and the clarification of the concept of culture. This forms the basis for the analysis of the selected websites.

Publisher ‏ : ‎ AV Akademikerverlag; Illustrated edition (November 8, 2013)
Language ‏ : ‎ German
Paperback ‏ : ‎ 92 pages
ISBN-10 ‏ : ‎ 3639487990
ISBN-13 ‏ : ‎ 978-3639487992
Item Weight ‏ : ‎ 5.1 ounces
Dimensions ‏ : ‎ 5.91 x 0.21 x 8.66 inches

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