✦ LIBER ✦

An internet culture?: Implications for marketing

✍ Scribed by Stef Nicovich; T. Bettina Cornwell

Publisher: John Wiley and Sons
Year: 1998
Tongue: English
Weight: 179 KB
Volume: 12
Category: Article
ISSN: 1094-9968
DOI: 10.1002/(sici)1520-6653(199823)12:4<22::aid-dir3>3.0.co;2-y

No coin nor oath required. For personal study only.

✦ Synopsis

The internet is explored in light of its ability to enhance crosscultural communications. The internet exhibits many of the characteristics of a culture and as such can be used by marketers for enhancing meaning transfer between national cultures. We present the concept of a bridge culture as exhibited by the internet and discuss the implications of such a phenomenon for marketers in terms of interactive international communication.

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