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Volumn 15, Issue 5, 2009, Pages 345-365

MNE executive insights into international advertising programme standardisation

Author keywords

Adaptation of advertising; International advertising; MNEs; Multinational enterprises; Qualitative research; Standardisation of advertising

Indexed keywords


EID: 77951674149     PISSN: 13527266     EISSN: 14664445     Source Type: Journal    
DOI: 10.1080/13527260802710316     Document Type: Article
Times cited : (10)

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