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The “Retro” Trend in Marketing Communication Strategy of Global Brands Cover

The “Retro” Trend in Marketing Communication Strategy of Global Brands

Journal of Intercultural Management
Volume 7 (2015): Issue 3 (September 2015)
By: Magdalena Grębosz and  Jean-Marc Pointet  
Open Access
|Jan 2016

Authors

Magdalena Grębosz

magdalena.grebosz@p.lodz.pl

Jean-Marc Pointet

DOI: https://doi.org/10.1515/joim-2015-0024 | Journal eISSN: 2543-831X | Journal ISSN: 2080-0150
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Language: English
Page range: 119 - 132
Published on: Jan 29, 2016
Published by: SAN University
In partnership with: Paradigm Publishing Services
Publication frequency: 4 issues per year
Keywords:
retromarketing,
globalisation,
marketing communication strategy,
consumers attitudes,
brand,
brand management
Related subjects:
Business and economics,
Business management,
Management, organization, corporate governance,
Business management, other

© 2016 Magdalena Grębosz, Jean-Marc Pointet, published by SAN University
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 3.0 License.

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