International advertising strategy in "new" Asia : a country-of-origin approach on standardization vs. customization
Year of publication: |
2009
|
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Authors: | Meng, Juan ; Mummalaneni, Venkatapparao |
Published in: |
International business and economics research journal. - Littleton, Colo., ISSN 1535-0754, ZDB-ID 2143670-8. - Vol. 8.2009, 5, p. 45-56
|
Subject: | Internationales Marketing | International marketing | Asien | Asia | Standardisierung | Standardization | Konsumentenverhalten | Consumer behaviour | Marketingmanagement | Marketing management | Herkunftsbezeichnung | Designation of origin | China | Werbung | Advertising |
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