A01=Jeffrey K. Johnson
Author_Jeffrey K. Johnson
Category=GTQ
Category=JBCC1
Category=KJSA
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eq_business-finance-law
eq_isMigrated=1
eq_isMigrated=2
eq_nobargain
eq_non-fiction
eq_society-politics
Product details
- ISBN 9780786437979
- Weight: 286g
- Dimensions: 152 x 229mm
- Publication Date: 29 Dec 2008
- Publisher: McFarland & Co Inc
- Publication City/Country: US
- Product Form: Paperback
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This volume examines advertising for McDonald's, Levi's, Frito-Lay, and Coca-Cola used in Poland from 1990 to 2007. Case studies reveal a complex relationship between the corporations and Polish society and challenge the assumption that companies force products and ideas into a new market and thus destroy traditions and cultures. Companies instead found that they must adapt to meet Poland's cultural needs and pressures. Against a backdrop of globalization, the book contends, Poles transform and assimilate these outside products into their culture.
Jeffrey K. Johnson, a World War II historian for the Joint POW/MIA Accounting Command in Honolulu, Hawaii, is the author of several books and articles.
