Globally integrated marketing communications

Journal of Marketing Communications

Volumn 2, Issue 3, 1996, Pages 141-158

  Grein, Andreas F ^a   Gould, Stephen J ^a  

^a CITY UNIVERSITY OF NEW YORK   (United States)

Author keywords

Global Strategies; Integrated Marketing Communications; International Marketing

Indexed keywords

EID: 0039320391     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/135272696346114     Document Type: Article

References (6)

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3. Banerjee, A. (1994) Transnational advertising development and management:an account planning approach and a process framework. International Journal of Advertising 13(2), 95-124.
4. Bartlett, C.A. and Ghoshal, S. (1987) Managing across borders:new strategic requirements. Sloan Management Review 28, 7-17.
5. Baudot, B. (1991) International issues in the advertising of health-related products. European Journal of Marketing 25(6), 24-36.
6. Bergen, M., Dutta, S. and Walker, O.C., Jr (1992) Agency relationships in marketing:a review of the implications and applications of agency and related theories. Journal of Marketing 56, 1-24.