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Global Advertising In The Internet Era: The Standardization-Customization Debate Revisited

Author

Listed:
  • Rasha Y. TANTAWY,

    (Swiss Management Center University, Vorstadt 26a, 6300 Zug, Switzerland)

  • Babu P. GEORGE

    (Fort Hays State University, KS-67601, USA)

Abstract

Advertising is a huge worldwide industry growing in importance due to the high penetration rate through mainstream media channels and the internet, reflecting social values worldwide. While the standardization versus localization debate has quite matured in the case of traditional advertising, it has not yet touched upon most critical issues related to digital marketing. The paper reviews the literature, compares both the strategies, and conclude with recommendations for global advertising decision makers.

Suggested Citation

  • Rasha Y. TANTAWY, & Babu P. GEORGE, 2016. "Global Advertising In The Internet Era: The Standardization-Customization Debate Revisited," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 5(1), pages 1-19, January.
    • Handle: RePEc:scm:ecofrm:v:5:y:2016:i:1:p:19
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    File URL: http://ecoforumjournal.ro/index.php/eco/article/view/356/223
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    Cited by:

    1. Utku Kose, & Selcuk Sert, 2017. "Improving Content Marketing Processes With The Approaches By Artificial Intelligence," EcoForum, "Stefan cel Mare" University of Suceava, Romania, Faculty of Economics and Public Administration - Economy, Business Administration and Tourism Department., vol. 6(1), pages 1-31, January.

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