Global Advertising: Rhyme or Reason?

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

Abstract

Getting Started Advertising - A Tricky Term To Globalise or not to Globalise The Current State of the Debate Marching on with a Different Drummer What the Future Holds The Urge to Power HQ's Role in Advertising Big Brother: The Agency Head Office (AHO) or Client's HQ? International Advertising Agencies - Two-Headed Dragons Making the Good Better Account Executives and Global Campaigns Your Campaign has the Right to be Global, Too! Concluding Remarks

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2007A Meta-Analysis of Studies on the Determinants of Standardization and Localization of International Marketing and Advertising Strategies 2008Global strategy in the international advertising industry 1996Beware of Globalization: A Comparative Study of Advertising Agency-Client Relationships 1997Issues influencing marcoms in a global context 2008The 'global consumer culture' : an empirical study in The Netherlands

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