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A review of articles in the Journal of Global Scholars of Marketing Science (JGSMS) special issue on Marketing Management in International Contexts

Carlos Omar Trejo-Pech|Sharon Thach
한국마케팅과학회 (Korean Scholars of Marketing Science)|2021.01|Journal of Global Scholars of Marketing Science(마케팅과학연구) (全球营销科学学报)|제31권 제1호|pp. 1-9|DOI https://doi.org/10.1080/21639159.2020.1808816

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참고문헌

키워드

energy consumptiondigital advertising千禧一代Millennials and Generation Zdigital natives and digital immigrantsdigital education programsZ世代数字广告数字原住民和数字移民数字教育项目能源 消耗。
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초록

This is a review of four articles published in the JGSMS 2019 special issue on Marketing Management in International Contexts. All papers published in this special issue were peer-reviewed, with oversight from the authors of this document in the role of Guest Editors. Three articles examine aspects of digital communication influences on behavior and attitudes, while one studies consumer preferences in the context of differing cultural and technological backgrounds. Generational cohorts and cultural clusters are examined through these studies. Overall, the articles in this special issue contribute to our knowledge of how younger persons use and are shaped by the digital world they have been born into, but also to the persistence of underlying cultures.

Abstract

This is a review of four articles published in the JGSMS 2019 special issue on Marketing Management in International Contexts. All papers published in this special issue were peer-reviewed, with oversight from the authors of this document in the role of Guest Editors. Three articles examine aspects of digital communication influences on behavior and attitudes, while one studies consumer preferences in the context of differing cultural and technological backgrounds. Generational cohorts and cultural clusters are examined through these studies. Overall, the articles in this special issue contribute to our knowledge of how younger persons use and are shaped by the digital world they have been born into, but also to the persistence of underlying cultures.

참고문헌 (35)

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