Skip navigation

Models of advertising standardisation and adaptation: it's time to move the debate forward

Models of advertising standardisation and adaptation: it's time to move the debate forward

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 (doi:10.1362/146934708X378668)

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
Faculty / Department / Research Group: Faculty of Business > Centre for Business Network Analysis
Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:
Last Modified: 14 Oct 2016 09:06
Selected for GREAT 2016: None
Selected for GREAT 2017: None
Selected for GREAT 2018: None
URI: http://gala.gre.ac.uk/id/eprint/2455

Actions (login required)

View Item View Item