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Keywords: Contingency planning
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1995) 12 (1): 26–48.
Published: 01 February 1995
... standardization, while academicians have mostly advocated the adaptation approach over the 40 years examined. Advertising Contingency planning Individual behaviour Transnationals Pratt (1956) was strongly in favour of the localized approach to advertising. He stated: “each market must be considered...
