Kampagnenadaption vs. Textadaption: Abstraktionsebenen der Integrierten Marketingkommunikation

Research output: Contribution to book/anthology/report/proceedingBook chapterResearchpeer-review

Original languageGerman
Title of host publicationKulturspezifik in der europäischen Wirtschaftskommunikation
EditorsChristopher Schmidt, Ainars Dimants, Jaakko Lehtonen, Martin Nielsen
Number of pages19
Place of publicationWiesbaden
PublisherSpringer VS
Publication year2013
Pages13-31
ISBN (print)9783658012359, 3658012358
Publication statusPublished - 2013
SeriesEuropäische Kulturen in der Wirtschaftskommunikation
Number22

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ID: 53660719