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Volume 11, Issue 8
1 August 1977
European Journal of Marketing Cover Image for Volume 11, Issue 8
Review Article| August 01 1977

An Analysis of Headquarters Executive Involvement in International Advertising

J.R. Wills, Jr.;
J.R. Wills, Jr.
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J.K. Ryans, Jr.
J.K. Ryans, Jr.
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Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-7123
Print ISSN: 0309-0566
© MCB UP Limited
1977
European Journal of Marketing (1977) 11 (8): 577–584.
https://doi.org/10.1108/eb027329

This second part examines the role of headquarters management in international advertising from a decision making viewpoint. It presents the results of a study conducted among twenty‐eight US‐based multinational corporations, focusing on the four key international advertising decision areas of establishing objectives, establishing the budget, determining a creative strategy and media selection.

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© MCB UP Limited
1977
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