The tension between strategy and execution : challenges for international advertising research : globalization is much more than universal branding
John B. Ford; Barbara Mueller; Charles Raymond Taylor; Nigel Hollis
| Year of publication: |
2011
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|---|---|
| Authors: | Ford, John B. ; Mueller, Barbara ; Taylor, Charles Raymond ; Hollis, Nigel |
| Published in: |
Journal of advertising research. - New York, NY : Foundation, ISSN 0021-8499, ZDB-ID 219178-7. - Vol. 51.2011, Supp.1, p. 27-41
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| Subject: | Markenführung | Brand management | Internationales Marketing | International marketing | Globalisierung | Globalization | Strategisches Management | Strategic management | Welt | World |
| 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/10009127019