Developing International Advertising Strategy

Michael Colvin · Roger M. Heeler

54 citations0/0 files storedJournal of Marketing

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Marketing and Advertising Strategies International Business and FDI Consumer Market Behavior and Pricing

Abstract

Promotion strategies for a major car company are developed for different international market segments by comparing consumer preferences measured by tradeoff analysis with their perceptions of new and existing products.

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References

1978Conjoint Analysis in Consumer Research: Issues and Outlook 1978Issues and Advances in Segmentation Research 1965Analysis of Factorial Experiments by Estimating Monotone Transformations of the Data 1974Trade-Off Analysis of Consumer Values 1975The Importance of Halo Effects in Multi-Attribute Attitude Models 1972An Attitudinal Framework for Advertising Strategy

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1998The internet and international marketing: Is there a fit?1997The Standardisation Debate in International Marketing 1994International Advertising Standardization: What do the Multinationals Actually Standardize?1987IS STANDARDISATION OF MARKETING FEASIBLE IN CULTURE‐BOUND INDUSTRIES? A EUROPEAN CASE STUDY 1989Are Exporting Firms Modifying Their Product, Pricing and Promotion Policies?1997Global Marketing Channels and the Standardization Controversy 1984The Globalization of Advertising 2004Trends and Development in Standardization Adaptation Research

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