@inbook{dcbafd1d80294498a7fd3e2ddefc95fe,
title = "International Advertising Strategy: Some Thoughts on Subjectivity and Decision-making in the Standardisation Decision",
keywords = "International Advertising Strategy, Subjectivity and Decision-making, Standardisation Decision",
author = "{J Whitelock} and Fastoso, {Fernando Javier}",
year = "2011",
language = "English",
editor = "C Subhash and C Jain and Griffiths, {David A}",
booktitle = "Handbook of Research in International Marketing",
publisher = "Edward Elgar Publishing",
address = "United Kingdom",
}