Work

Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s

Year: 2004

Type: book-chapter

Source: Advances in international marketing

DOI: 10.1016/s1474-7979(02)12019-9

Authors: Charles R. Taylor, Chad M. Johnson

Language: English

Topic: International Business and FDI

Subfield: Strategy and Management

Field: Business, Management and Accounting

Domain: Social Sciences

Open Access status: closed

OpenAlex ID: W2485644498

FWCI: 5.427

Cites: 59

Cited by: 45

Related to: 10