The tension between strategy and execution: Challenge for International advertising research.

The primary 'international advertising' topic over the past five decades is the question of whether, and to what degree, advertising can and should be standardized. This article begins with a discussion of the cumulative findings of this stream of research, followed by a look at major theories that...

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Bibliographic Details
Main Authors: Ford, John., Mueller, Barbara., Taylor, Charles., Hollis, Nigel.
Format: Villanova Faculty Authorship
Published: 2011
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