Please use this identifier to cite or link to this item:
https://ptsldigital.ukm.my/jspui/handle/123456789/773532| Title: | Regulations in International advertising: The role of Kobaco ln The Korean advertising industry |
| Authors: | Kyung-il Ghymn |
| Editors: | William Lazer Eric H. Shaw Chow-Hou Wee |
| Conference Name: | International Conference Series Volume IV 1989 |
| Keywords: | Marketing Advertising industry Korea |
| Conference Date: | 1989-07-16 |
| Conference Location: | National University of Singapore, Singapore |
| Abstract: | Promotion ls a critical element of the marketing mix. Few areas of lnternational marketing subject to hotter debate than international advertising. The debate in the field has recently shifted from one of "standardization vs. localization" to one of "global vs. non-global" advertising (Jeannet and Hennessey 1988). |
| ISBN: | 0-939783-01-0 |
| Pages: | 208-210 |
| Call Number: | HF5411.B52 1989 katsem |
| Publisher: | Academy of Marketing Science |
| URI: | https://ptsldigital.ukm.my/jspui/handle/123456789/773532 |
| Appears in Collections: | Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding |
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