Description
International marketing involves a tricky balance between appealing to foreign cultural values while still creating an authentic message, without using stereotypes or relying on complex cultural notions that might be misunderstood. American and Spanish cultures have famously different paces of life: Americans are thought to value busyness, while Spaniards are thought to prefer leisure time.
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Contributors
- Giel, Emily (Co-author)
- Quintero Pacheco, Diana (Co-author)
- Montoya, Detra (Thesis director)
- Samper, Adriana (Committee member)
- Department of Information Systems (Contributor)
- School of International Letters and Cultures (Contributor)
- School of Social Transformation (Contributor)
- Department of Marketing (Contributor)
- Barrett, The Honors College (Contributor)
Date Created
The date the item was original created (prior to any relationship with the ASU Digital Repositories.)
2019-05
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