SEITZ, Victoria Ann; LUPU, Olesia; RAZZOUK, Nabil; CHU, … - In: Review of Economic and Business Studies (2009) 4, pp. 125-148
Given the static condition of the global economy marketers are cutting advertising budgets commensurate with dismal sales. It is a longstanding belief that utilizing a standardized advertising approach not only controls good ideas and provides for a consistent image but it also has the benefit...
