A Rhetorical-Prototype Mechanism for Creating International E-Marketing Materials

A Rhetorical-Prototype Mechanism for Creating International E-Marketing Materials

Kirk St.Amant (James Madison University, USA)
Copyright: © 2005 |Pages: 26
DOI: 10.4018/978-1-59140-372-2.ch014
OnDemand PDF Download:
$30.00
List Price: $37.50

Abstract

The global diffusion of the Internet has resulted in a new degree of access to international markets. Creating successful online materials for international consumers, however, requires an understanding of cultural expectations related to visual design. For this reason, a mechanism that examines such expectations can facilitate international e-marketing success. This chapter proposes a methodology marketers and design firms can use to address cultural expectations in relation to Web site design. By using this method, individuals can increase the chances that e-marketing materials will meet with success in the global marketplace.

Complete Chapter List

Search this Book:
Reset