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Keywords: Transnationals
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Journal Articles
Journal:
International Marketing Review
International Marketing Review (1995) 12 (1): 26–48.
Published: 01 February 1995
... in transnational advertising issues for at least the past four decades. There are three schools of thought regarding international advertising:standardization, adaptation, and the contingency perspective. Aims to review and contrast the perspectives of practitioners (ad agencies as well as clients...
