International advertising strategy: A review, reassessment and recommendation

Management Decision

Volumn 42, Issue 7, 2004, Pages 863-881

  Melewar, T C ^a   Vemmervik, Claes ^b  

^a UNIVERSITY OF WARWICK   (United Kingdom)

^b Foretagsekonomiska Institutet   (Sweden)

Author keywords

Advertising; International marketing; Standardization

Indexed keywords

EID: 84993047499     PISSN: 00251747     EISSN: None     Source Type: Journal    
DOI: 10.1108/00251740410550934     Document Type: Article

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