Internationalization American Advertising
Mostrando 1-2 de 2 artigos, teses e dissertações.
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1. Formação do Campo Publicitário Brasileiro 1930-1970
This report follows a prior one which examined the American industrialization and the constitution of a consumption society in the USA between 1870 and 1930. Once examined the panorama in the USA, here we focus the international diffusion of the American advertising in Brazil, since the implantation of the first branches of American Advertising Agencies in t
Publicado em: 25/09/2008
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2. Internationalization strategies and mirroring structures in north-american advertising agencies: a multiple case study in Brazil / Estratégia de internacionalização e o espelhamentode estruturas em agências norte-americanas de propaganda: um estudo de casos no Brasil
Globalization is an extensively studied phenomenon, in its economic, social, and cultural dimensions. From the standpoint of Administration, it is configured as a strategical action of companies in search of better productive competitiveness and broader consumer markets. The advertising industry, caracterized as a corporate service backing up the value chain
Publicado em: 2005