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Aybüke Uzsoylu

Master's thesis

Global Marketing and Local Culture: The Case of Škoda in Turkey

Global Marketing and Local Culture: The Case of Škoda in Turkey
Abstract:
Global brands and their local market strategies vary. Culture is one of the main reasons for global brands to differentiate their global marketing strategies with respect to local market. In this research, ŠKODA is taken as a global brand, Turkish culture as a local culture. The thesis focuses on culture in ŠKODA Turkey`s marketing strategy and how it affect the emotional distance of ŠKODA drivers …more
Abstract:
Global brands and their local market strategies vary. Culture is one of the main reasons for global brands to differentiate their global marketing strategies with respect to local market. In this research, ŠKODA is taken as a global brand, Turkish culture as a local culture. The thesis focuses on culture in ŠKODA Turkey`s marketing strategy and how it affect the emotional distance of ŠKODA drivers …more
 

Keywords

Global marketing local culture ŠKODA
 
Language used: English
Date on which the thesis was submitted / produced: 26. 9. 2018
Identifier: https://is.vsfs.cz/th/j87sm/

Thesis defence

  • Date of defence: 14. 6. 2019
  • Supervisor: Mgr. Jitka Cirklová, M.A.
  • Reader: doc. Giuseppe Maiello, Ph.D.

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University of Finance and Administration

Master programme / field:
Economics and Management / Marketing Communication

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