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
Anotácia:
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 …viac
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 …viac
 
 
Jazyk práce: English
Datum vytvoření / odevzdání či podání práce: 26. 9. 2018

Obhajoba závěrečné práce

  • Obhajoba proběhla 14. 6. 2019
  • Vedúci: Mgr. Jitka Cirklová, M.A.
  • Oponent: doc. Giuseppe Maiello, Ph.D.

Citační záznam

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Instituce archivující a zpřístupňující práci: Vysoká škola finanční a správní

University of Finance and Administration

Master programme / odbor:
Economics and Management / Marketing Communication