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Vliv čínské kultury na marketingové strategie vybraných firem v Číně / The impact of Chinese culture on marketing strategies of selected companies in China

This master thesis focuses on the impact of Chinese culture on marketing strategies of selected companies in China. According to statistics, a large number of subjects coming to China and aiming to conduct business here faces failure and is forced to leave this market subsequently. Considering significant differences between the western and the Chinese culture, we have to think of the question if this failure is a consequence of these subjects not being able to understand the Chinese culture and the way it affects consumers in China. The aim of this thesis is to evaluate the influence and importance of the Chinese culture on marketing applied to Chinese market, including concrete description of how can the Chinese culture affect the work of marketers in China.

Identiferoai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:198053
Date January 2013
CreatorsKoderová, Markéta
ContributorsStuchlíková, Zuzana, Kašpar, Václav
PublisherVysoká škola ekonomická v Praze
Source SetsCzech ETDs
LanguageCzech
Detected LanguageEnglish
Typeinfo:eu-repo/semantics/masterThesis
Rightsinfo:eu-repo/semantics/restrictedAccess

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