IDEAS home Printed from https://ideas.repec.org/p/hal/journl/halshs-00355541.html
   My bibliography  Save this paper

SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation

Author

Listed:
  • Agnes Boutin

    (DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique)

  • Charlotte Gaston Breton

    (CEROS - Centre d'Etudes et de Recherches sur les Organisations et la Stratégie - UPN - Université Paris Nanterre)

Abstract

This article studies the socio-economic and cultural characteristics in emerging markets segmentation and their influence upon international communication. The conceptual developments are based upon the Prahalad's economic pyramid and the acculturation approach. The proposed framework to analyze communication strategies is illustrated with the advertisements of several foreign advertisers in two emerging markets, Russia and Morocco.

Suggested Citation

  • Agnes Boutin & Charlotte Gaston Breton, 2006. "SEGMENTATION ET STRATEGIES DE COMMUNICATIONDANS LES MARCHES EMERGENTS:Une approche croisée des concepts de pyramideéconomique et d'acculturation," Post-Print halshs-00355541, HAL.
  • Handle: RePEc:hal:journl:halshs-00355541
    Note: View the original document on HAL open archive server: https://shs.hal.science/halshs-00355541
    as

    Download full text from publisher

    File URL: https://shs.hal.science/halshs-00355541/document
    Download Restriction: no
    ---><---

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Bernard GARRETTE & Asli KOZAN & Thomas ROULET, 2014. "Défis au Bas de la Pyramide," Working Papers 2014-427, Department of Research, Ipag Business School.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:hal:journl:halshs-00355541. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: CCSD (email available below). General contact details of provider: https://hal.archives-ouvertes.fr/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.