Isayeva, Aygul - In: IBSU scientific journal : IBSUSJ 5 (2011) 2, pp. 5-12
In this article the role of advertising agency in global marketing strategy has been examined. The developed matrix … the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of … adaptation vs. standardization necessary in each situation. -- advertising agency ; adaptation ; standardization …