Abstract
![CDATA[A surge in Korean popular culture exports (cinema, live and recorded music, and television program content), commenced in the late 1990’s. While its causes have been the subject of speculation from a mainly sociological perspective, its growth and spread from an international marketing perspective has been less researched. After seeking to clarify the content and scope of the Korean Wave, the use of diffusion models to predict its growth is examined, leading to propositions for future testing.]]
Original language | English |
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Title of host publication | Marketing: Shifting the Focus from Mainstream to Offbeat: Proceedings of the Australian and New Zealand Marketing Academy Conference, held 1 - 3 December 2008, Olympic Park, Sydney, N.S.W. |
Publisher | Promaco Conventions for the ANZAM 2008 Conference |
Number of pages | 7 |
ISBN (Print) | 1863081445 |
Publication status | Published - 2008 |
Event | Australian and New Zealand Marketing Academy Conference - Duration: 1 Dec 2013 → … |
Conference
Conference | Australian and New Zealand Marketing Academy Conference |
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Period | 1/12/13 → … |
Keywords
- popular culture
- export marketing
- globalization
- Korea