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Configuration and coordination of global advertising

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  • Hite, Robert E.
  • Fraser, Cynthia

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Suggested Citation

  • Hite, Robert E. & Fraser, Cynthia, 1990. "Configuration and coordination of global advertising," Journal of Business Research, Elsevier, vol. 21(4), pages 335-344, December.
    • Handle: RePEc:eee:jbrese:v:21:y:1990:i:4:p:335-344
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    Cited by:

    1. Victoria Ann Seitz & Nabil Razzouk & Olesia Lupu & Ka Man Carman Chu, 2009. "An analysis of us and Hong Kong print advertising of self-image projective products," Analele Stiintifice ale Universitatii "Alexandru Ioan Cuza" din Iasi - Stiinte Economice (1954-2015), Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, vol. 56, pages 331-342, November.
    2. Daniele Scarpi & Gabriele Pizzi & Stefano Prestini, 2020. "Dub or sub: effects of dubbing versus subtitling on TV advertising efficacy," Italian Journal of Marketing, Springer, vol. 2020(2), pages 189-206, September.
    3. Chan, Chi-fai & Holbert, Neil Bruce, 2001. "Marketing home and away: perceptions of managers in headquarters and subsidiaries," Journal of World Business, Elsevier, vol. 36(2), pages 205-221, July.
    4. Schmid, Stefan & Grosche, Philipp & Mayrhofer, Ulrike, 2016. "Configuration and coordination of international marketing activities," International Business Review, Elsevier, vol. 25(2), pages 535-547.
    5. Victoria Ann SEITZ & Olesia LUPU & Nabil RAZZOUK & Ka Man Carman CHU, 2009. "Print Advertising In The Us And Hong Kong: A Comparative Analysis," Review of Economic and Business Studies, Alexandru Ioan Cuza University, Faculty of Economics and Business Administration, issue 4, pages 125-148, November.
    6. Good, David J. & Stone, Robert W., 1995. "Computer technology and the marketing organization : An empirical investigation," Journal of Business Research, Elsevier, vol. 34(3), pages 197-209, November.
    7. Parthajit Doley & Mithun J. Sharma, 2020. "Network Centrality Measure as an Indicator for Standardized Advertising Strategy in Economically Similar Countries," Global Business Review, International Management Institute, vol. 21(6), pages 1406-1426, December.

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