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ArticleGlobal Advertising: Issues and Practices

Sandra Ernst Moriarty1991

Article1991

Global Advertising: Issues and Practices

Sandra Ernst Moriarty

54 citations·0/0 files stored·Current Issues and Research in Advertising

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Marketing and Advertising Strategies International Business and FDI Advertising and Communication Studies

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(1991). Global Advertising: Issues and Practices. Current Issues and Research in Advertising: Vol. 13, No. 1-2, pp. 313-341.

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References

1974The Interpretation of Cultures 2025Advances in Consumer Research 1983THE GLOBALIZATION OF MARKETS 1978Current issues and research in advertising 1981Handbook of cross-cultural human development 1990International Marketing Review 1987Reflections of Culture: An Analysis of Japanese and American Advertising Appeals 1986Standardization in international marketing: Is Ted Levitt in fact right?

Cited by

1995Global Scan: The Globalization of Advertising Agencies, Concepts, and Campaigns 2004Standardized vs. specialized international advertising campaigns: What we have learned from a academic research in the 1990s 2011The Tension between Strategy and Execution: Challenges for International Advertising Research 2012Vanishing acts 2010Editorial: Towards stronger theory development in international advertising research 2007A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies

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Details

Year1991

Typearticle

Published1991-03-01

VenueCurrent Issues and Research in Advertising

ISSN-L0163-3392

Languageen

Citations54

Files0 public / 0

ShelfMarketing and Advertising Strategies

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doi10.1080/01633392.1991.10504970

openalex_workW2016595307

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2013Assessing the cross-cultural applicability of tailored advertising

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