Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/54654 
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dc.contributor.authorIsayeva, Aygulen
dc.date.accessioned2012-01-09-
dc.date.accessioned2012-01-11T17:01:10Z-
dc.date.available2012-01-11T17:01:10Z-
dc.date.issued2011-
dc.identifier.citation|aIBSU Scientific Journal (IBSUSJ)|c1512-3731|v5|h2|nInternational Black Sea University|lTbilisi|y2011|p5-12en
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
dc.language.isoengen
dc.publisher|aInternational Black Sea University |cTbilisien
dc.subject.jelM37en
dc.subject.ddc330en
dc.subject.keywordadvertising agencyen
dc.subject.keywordadaptationen
dc.subject.keywordstandardizationen
dc.titleThe role of the advertising agency: Standardization/adaptation-
dc.typeArticleen
dc.identifier.ppn682435988en
dc.rightshttp://www.econstor.eu/dspace/Nutzungsbedingungenen
econstor.citation.journaltitleIBSU Scientific Journal (IBSUSJ)en
econstor.citation.issn1512-3731en
econstor.citation.volume5en
econstor.citation.issue2en
econstor.citation.publisherInternational Black Sea Universityen
econstor.citation.publisherplaceTbilisien
econstor.citation.year2011en
econstor.citation.startpage5en
econstor.citation.endpage12en

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