Point of View - What Is Wrong with International Advertising Research? Academic research on international advertising is not providing as much useful information to managers as it should be. Problem with prior research are pointed out and suggestions for providing managerially actionable insights are provided.
| Year of publication: |
2002
|
|---|---|
| Authors: | Taylor, Charles R. |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 2191787. - Vol. 42.2002, 6, p. 48-54
|