Krolikowska, Ewa ORCID: https://orcid.org/0000-0002-0739-2110 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)

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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 / School / Research Centre / Research Group:	Faculty of Business > Networks and Urban Systems Centre (NUSC) > Centre for Business Network Analysis (CBNA) Faculty of Business > Department of Marketing, Events & Tourism
Related URLs:	Publisher Organisation Organisation
Last Modified:	04 Sep 2020 17:42
URI:	http://gala.gre.ac.uk/id/eprint/2455

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