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International Marketing and Communication

Country of Origin

Title: International Marketing and Communication

Essay , 2009 , 10 Pages , Grade: 80% very good

Autor:in: Artur Gleyberman (Author)

Business economics - Offline Marketing and Online Marketing
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... Branding, packaging, advertising, corporate reputation and country of origin are the main managerial tools of marketing which can serve as the most powerful form of differentiation (Levitt, 1986:75).

Although Country of Origin can have different meanings, all of them reflect the dynamic of the global business development with all its implications on countries, companies and consumers. This essay critically evaluates the COO‟s role for consumers and illustrates how it is used by companies to manage the image of their products. This paper explains how COO works, what role it plays for consumers, what are its limitations in the new global environment and what is the use of the COO concept as a marketing tool for image management.

...

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Details

Title
International Marketing and Communication
Subtitle
Country of Origin
College
Nottingham Trent University
Course
International Marketing and Communication
Grade
80% very good
Author
Artur Gleyberman (Author)
Publication Year
2009
Pages
10
Catalog Number
V141898
ISBN (eBook)
9783640508716
ISBN (Book)
9783640508945
Language
English
Tags
International Marketing and Communication Country of Origin Critical Evaluation Brands Cateora and Graham stereotypes Doole and Lowe intrinsic and extrinsic cues Levitt generalizations association Ethnocentrism Bruning reverse ethnocentrism consumer behaviour hybrid products multinational origin homogenizing modernity
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Artur Gleyberman (Author), 2009, International Marketing and Communication, Munich, GRIN Verlag, https://www.grin.com/document/141898
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