Exploring the missing point of view in international advertising management
Huhn Choi, Jaeseok Jeong and Marye Tharpe
In the decades-long debates about whether standardised or adapted strategies are better for global brands, and whether centralised or decentralised international communications planning is more effective, little attention has been given to the perspective of local managers in the subsidiaries of global agencies.
Exploring
the Missing Point of View
in International
Advertising Management:
Local Managers in Global
Advertising Agencies
Jaeseok
JeongThe University of
TexasMarye
TharpEmerson college
andHuhn
ChoiCheil
Communications
Introduction
The
major debates...
