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Keywords: K-pop
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (2019) 36 (4): 548–552.
Published: 10 July 2019
... Patents K-Pop Bottom of the pyramid Social exclusion Globalization refers to the “process of reducing barriers between countries and encouraging closer economic, political, and personal interaction” (Spears et al., 2004 , p. 57). From a sociocultural perspective (Tomlinson, 1999...
Journal Articles
Journal:
International Marketing Review
International Marketing Review (2016) 33 (1): 25–50.
Published: 08 February 2016
... Korean cultural products in global markets. © Emerald Group Publishing Limited 2016 International marketing Global marketing Cultural technology K-pop Hallyu Korean wave Transnational cultural products This study explicates a framework for marketing and positioning...
