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        【預告】鉤深講壇:Culture and Global Marketing(文化和國際營銷—基于品牌的視角)

        時間:2019-06-24瀏覽:65設置

        講座題目:Culture and Global Marketing(文化和國際營銷—基于品牌的視角)

        講座時間:2019626日(星期三)下午2:304:30

        講座地點搖光學術報告廳

        主 講 人:崔蓬 教授

        主要內容

        品牌在國際市場推廣中會面臨一系列文化融入的挑戰和沖撞。如何在保持品牌原有形象的同時更好地融入新市場文化一直是困擾國際品牌的一個難題。本講座將以中西文化比較作為切入點,并結合國際品牌的實戰經驗對文化在國際營銷中的作用作一些更深入的理解。

        主講人簡歷:

        崔蓬,女,畢業于美國肯特州立大學, 2008年獲營銷學博士學位。現任職于美國西弗吉尼亞大學營銷系講席教授,副教授及終身教授,博士生導師。主要研究領域為中小企業國際化,文化對國際營銷的影響以及營銷中的價格策略。研究成果多次發表在營銷方向有影響力的國際期刊上。其中一篇文章獲《Journal of Marketing Theory and Practice 2018年度最佳論文獎。作為《Journal of International Marketing 》和《Journal of Consumer Marketing 》編輯評審委員會成員,2017年獲《Journal of International Marketing》年度最佳審稿人獎。于2014-2017年任American Marketing Association (AMA) Global SIG理事會主席,并多次參與舉辦AMA Global SIG國際會議。

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