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Attitudes Toward Culture and Approach to International Advertising
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The Role of Culture in Organizing Overseas Operations: The Advertising Experience
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The Effectiveness of Standardized Global Advertising
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Is it Too Soon to Put a Tiger in Every Tank?' ‘
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Decentralization of Promotional and Other Marketing Decision Making: The German Experience
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Ryans, J. K., Jr. and Fry, C., “Decentralization of Promotional and Other Marketing Decision Making: The German Experience”, Paper presented at the Annual Meeting of the Academy of International Business in San Francisco, December 1974.
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How Multinationals View Marketing Standardization
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Sorenson, R. and Weichmann, U., “How Multinationals View Marketing Standardization”, Harvard Business Review, Vol. 52, May-June 1975, pp. 36–46.
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