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Text commentaries in international marketing

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12 juin 2009
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Standardization versus adaptation of international advertising strategies : towards a framework

Text commentary - 10 pages - International marketing

The purpose of this article by Papavassiliou and Stathakopoulos was to create a framework capable of detailing the environmental determinants that affect the degree of standardization or adaptation needed in international advertising decisions. Some studies argue that a standardized advertising...

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