A cross-cultural assessment of the advertising agency selection process: an empirical test in Korea and New Zealand-Reference-Cited by-同舟云学术

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A cross-cultural assessment of the advertising agency selection process: an empirical test in Korea and New Zealand

Published:2001-01 Issue:1 Volume:20 Page:49-66
ISSN:0265-0487
Container-title:International Journal of Advertising
language:en
Short-container-title:International Journal of Advertising

Author:

Na Woonbong,Marshall Roger

Publisher

Informa UK Limited

Subject

Marketing,Communication

Link

https://www.tandfonline.com/doi/pdf/10.1080/02650487.2001.11104876

Reference40 articles.

1. Ames, B.C. & Hlavacek, J.D. (1984)Managerial Marketing f or Industrial Firms. New York: Random House.

2. Campbell, R.P. (1970) ‘Getting the most from your advertising agency’, in Buell, V.P. (ed.)Handbook of Modern Marketing. New York: McGraw Hill.

3. Assessing Response to Industrial Marketing Strategy

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