How could a Western European country marketing communication strategy be implemented for an Eastern European country like Hungary, for example, in the case of Heineken Hungary PLC?

Eszéki Lili Lilla (2023) How could a Western European country marketing communication strategy be implemented for an Eastern European country like Hungary, for example, in the case of Heineken Hungary PLC? Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

This thesis explores the intricacies of implementing a Western European marketing communication strategy within the context of an Eastern European country, with a focus on the case study of Heineken Hungary PLC. The central objective is to unravel the challenges and opportunities of tailoring global communication strategies for a specific cultural landscape, employing Hungary as a representative example. By delving into the case of Heineken Hungary PLC, the study investigates the strategies adopted by multinational firms in navigating cultural nuances and effectively localizing their communication approaches. Emphasis is placed on the critical role local marketing departments play in aligning global strategies with Hungary's unique cultural dimensions. Through a comprehensive analysis involving surveys, in-depth interviews, and a literature review, the research aims to identify key factors influencing the success of global communication strategies and offers practical insights for organizations seeking to enhance their global communication capabilities. This inquiry contributes valuable perspectives to the evolving discourse on cross-cultural marketing and provides a nuanced understanding of the dynamics involved in implementing marketing communication strategies in diverse international contexts.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing

Konzulens(ek)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	corporate marketing strategies, culture, global marketing, interkultural communication, multinational companies
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2024. Feb. 20. 14:58
Utolsó módosítás:	2024. Feb. 20. 14:58

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