Models of advertising standardisation and adaptation: it's time to move the debate forward
Krolikowska, Ewa ORCID: 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:https://doi.org/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 / 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: | |
Last Modified: | 04 Sep 2020 17:42 |
URI: | http://gala.gre.ac.uk/id/eprint/2455 |
Actions (login required)
View Item |