...Dean M. Peebles; John K. Ryans; Ivan R. Vernon; James R. Willis The first part of this monograph discusses new perspectives on advertising standardisation. Until recently the controversy over the applicability of standardised advertising themes or advertising campaigns has ignored the realistic...

...P.J. Hovell; P.G.P. Walters Explores advantages and disadvantages arising from standardised approaches to international marketing. Questions what the essential nature of international marketing is, stating that its most obvious characteristic is that it allows for the exchange of goods and services...