Portada

AMERICAN ADVERTISING IN POLAND IBD

MCFARLAND AND COMPANY, INC.
12 / 2008
9780786437979
Inglés

Sinopsis

This volume examines advertising for McDonald?s, Levi?s, Frito-Lay, and Coca-Cola used in Poland from 1990 to 2007. Case studies reveal a complex relationship between the corporations and Polish society and challenge the assumption that companies force products and ideas into a new market and thus destroy traditions and cultures. Companies instead found that they must adapt to meet Poland?s cultural needs and pressures. Against a backdrop of globalization, the book contends, Poles transform and assimilate these outside products into their culture.

PVP
57,56