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Keywords: Advertising standardization
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Journal Articles
Journal:
Strategic Direction
Strategic Direction (2013) 29 (2): 10–12.
Published: 11 January 2013
... comments and places the articles in context. Findings The issue of advertising standardization is of increasing importance for international marketers in the era of global marketing and branding. In their study, Jiang and Wei show that the majority of the MNCs in their sample standardized...
