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  • Global Advertising in a Cultural Contextby Mirjana Milenkovic

    Diplomica Verlag 2009; US$ 34.56

    The globalization and saturation of local markets lead to increased international activities of companies. In this context marketers are forced to advertise globally and to decide between standardization and differentiation of their advertisements, i.e. to either use one single idea all over the world or to make adaptations for local preferences. Besides... more...

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