International, multi-national, global: Multi-nationa...

 

This paper will address global needs from the perspective of advertisers using multinational media. It starts with defining global business, how they operate and what they need from the media. Secondl ...

International marketing strategies, made possibly by technological innovation and forced by economic reality, must be supported and refined by empirical study of their successes and failures. This stu ...

The use of standardised international advertising by multinational corporations has long been a dominant topic in the advertising literature. To date, however, no study has comprehensively investigate ...

The author examines the issue of multinational marketing first from the point of view of the consumer. He argues that consumers make very personal decisions about the brands which they purchase. These ...

Argues that global advertising can work, if done properly. First, one must identify a global need, around which the brand can be built. This is not the same thing as a product in world-wide distributi ...