Table of contents
International Advertising Strategy
Dean M. Peebles, John K. Ryans, Ivan R. Vernon, James R. WillisThe first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising…
2284
An Analysis of Headquarters Executive Involvement in International Advertising
J.R. Wills, J.K. RyansThis second part examines the role of headquarters management in international advertising from a decision making viewpoint. It presents the results of a study conducted among…
142
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall