How consumer heterogeneity muddles the international advertising debate
Scott Koslow and Carolyn Costley
| Year of publication: |
2010
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|---|---|
| Authors: | Koslow, Scott ; Costley, Carolyn |
| Published in: |
International journal of advertising : the quarterly review of marketing communications. - Abingdon : Routledge, Taylor & Francis Group, ISSN 0261-9903, ZDB-ID 83205-4. - Vol. 29.2010, 2, p. 221-244
|
| Subject: | Internationales Marketing | International marketing | Standardisierung | Standardization | Werbewirkung | Advertising effects | Zielgruppe | Target group | Konsumentenverhalten | Consumer behaviour | Vergleich | Comparison | Frankreich | France | Deutschland | Germany | Neuseeland | New Zealand | USA | United States |
| Extent: | graph. Darst. |
|---|---|
| Type of publication: | Article |
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10003978091