Skip to Main Content
Article navigation
Volume 6, Issue 1
1 January 1989
International Marketing Review Cover Image for Volume 6, Issue 1
Research Article| January 01 1989

Don′t Write Off Global Advertising: A Commentary Available to Purchase

Dean M. Peebles
Dean M. Peebles
Search for other works by this author on:
This Site
PubMed
Google Scholar
Author & Article Information
Publisher: Emerald Publishing
Online ISSN: 1758-6763
Print ISSN: 0265-1335
© MCB UP Limited
1989
International Marketing Review (1989) 6 (1)
https://doi.org/10.1108/EUM0000000001504

Some thoughts on the standardisation of advertising in global markets are offered. These support a globalised perspective in international advertising.

Keywords:
Advertising, International marketing
This content is only available via PDF.
© MCB UP Limited
1989
You do not currently have access to this content.
Don't already have an account? Register

Purchased this content as a guest? Enter your email address to restore access.

Please enter valid email address.
Email address must be 94 characters or fewer.
Pay-Per-View Access
$39.00
Rental
This article is also available for rental through DeepDyve. Read this now at DeepDyve
180 Views
17 Crossref
View Metrics
The role of institutional technology management (ITM) in MNCs' international trade resilience and supply chain agility in African emerging markets
Impact of personal beauty values on brand preference: an international market segmentation approach
Drivers of export improvisation: empirical evidence from UK export manufacturers
Unraveling the nexus of corporate political engagement and greenwashing in global markets

Suggested Reading

Standardization versus adaptation of international advertising strategies: Towards a framework
European Journal of Marketing (August,1997)
Because you're worth it!: Understanding returns on celebrity endorsement
Strategic Direction (February,2013)
International advertising strategy: A review, reassessment and recommendation
Management Decision (August,2004)
Marketing consumer services internationally: Localisation and standardisation revisited
Marketing Intelligence & Planning (March,2004)
Achieving acceptable advertising: An analysis of advertising regulation in five countries
International Marketing Review (April,1998)

Related Chapters

Differences between high- and low-performing exporting firms in a developing country
International Marketing
Stochastic Frontier Estimation in International Marketing Research: Exploring Untapped Opportunities
Measurement and Research Methods in International Marketing
The Effects of Dynamic Capabilities on Value-Based Pricing and Export Performance
Entrepreneurship in International Marketing

Recommended for you

These recommendations are informed by your reading behaviors and indicated interests.

Cited By

Google Scholar
CrossRef (17)
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal