Models of advertising standardisation and adaptation: it's time to move the debate forward
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Krolikowska, Ewa and Kuenzel, Sven (2008) Models of advertising standardisation and adaptation: it's time to move the debate forward. The Marketing Review, 8 (4). pp. 383-394. ISSN 1469-347X
Full text not available from this repository.Abstract
Advertising standardisation versus adaptation has been discussed in some detail in the marketing literature. Despite previous attempts, there is still no widely-used decision-making model available that has been accepted by marketing practitioners and academics. This paper examines the development of this important area by reviewing six prominent models in the advertising standardisation/adaptation literature. It shows why there has been a lack of development in the current literature and why it is crucial to address this problem. Important areas for future research are suggested in order to find a solution
| Item Type: | Article |
|---|---|
| Uncontrolled Keywords: | advertising, standardisation, adaptation, advertising models, marketing mix |
| Subjects: | H Social Sciences > HF Commerce |
| School / Department / Research Groups: | School of Business School of Business > Department of Marketing, Events & Tourism School of Business > Centre for Business Network Analysis |
| Related URLs: | |
| Last Modified: | 31 Mar 2011 18:20 |
| URI: | http://gala.gre.ac.uk/id/eprint/2455 |
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