Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers

معرفی کتاب «Global Consumer Culture Positioning: Testing Perceptions of Soft-Sell and Hard-Sell Advertising Appeals Between U.S. and Japanese Consumers» نوشتهٔ Okazaki Shintaro, Mueller Barbara, Taylor Charles R.. این کتاب در فرمت pdf، زبان انگلیسی ارائه شده است.

Статья. Опубликована в: Journal of International Marketing © 2010, American Marketing Association Vol. 18, No. 2, 2010, pp. 20–34 ISSN 1069-0031X (print) 1547-7215 (electronic) Аннотация: This study tests the effectiveness of global consumer culture positioning (GCCP) in terms of perceptions of soft-sell (indirect and image-based) and hard-sell (direct and information-based) appeals across markets.

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