International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardisation Decision

J Whitelock

Research output: Chapter in Book/Report/Conference proceedingChapter

Original languageEnglish
Title of host publicationHandbook of Research in International Marketing
EditorsC Subhash, C Jain, David A Griffiths
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Publication statusPublished - 2011

Keywords

  • International Advertising Strategy
  • Subjectivity and Decision-making
  • Standardisation Decision

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