This second part examines the role of headquarters management in international advertising from a decision making viewpoint. It presents the results of a study conducted among twenty‐eight US‐based multinational corporations, focusing on the four key international advertising decision areas of establishing objectives, establishing the budget, determining a creative strategy and media selection.
Wills, J. and Ryans, J. (1977), "An Analysis of Headquarters Executive Involvement in International Advertising", European Journal of Marketing, Vol. 11 No. 8, pp. 577-584. https://doi.org/10.1108/eb027329Download as .RIS
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