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dc.contributor.authorIsayeva, Aygulen_US
dc.date.accessioned2012-01-09en_US
dc.date.accessioned2012-01-11T17:01:10Z-
dc.date.available2012-01-11T17:01:10Z-
dc.date.issued2011en_US
dc.identifier.citationIBSU Scientific Journal (IBSUSJ) 1512-3731 5 2011 2 5-12en_US
dc.identifier.urihttp://hdl.handle.net/10419/54654-
dc.description.abstractIn this article the role of advertising agency in global marketing strategy has been examined. The developed matrix examines the contingencies that influence the success of the company's global advertising strategy. This research reviews how the company, as the principal, may determine the nature of its relationship with the advertising agency and the degree of adaptation vs. standardization necessary in each situation.en_US
dc.language.isoengen_US
dc.publisherInternational Black Sea University Tbilisien_US
dc.subject.jelM37en_US
dc.subject.ddc330en_US
dc.subject.keywordadvertising agencyen_US
dc.subject.keywordadaptationen_US
dc.subject.keywordstandardizationen_US
dc.titleThe role of the advertising agency: Standardization/adaptationen_US
dc.typeArticleen_US
dc.identifier.ppn682435988en_US
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen_US
Appears in Collections:IBSU Scientific Journal (IBSUSJ)

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