Integrated Marketing Communications: A Contextual International Advertising Approach
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Publisher
Palgrave Macmillan UK
Link
http://link.springer.com/content/pdf/10.1057/9781137388551_2
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3. Banerjee, A. (1994) “Transnational advertising development and management: an account planning approach and a process framework”, International Journal of Advertising, 13(2), 95–124.
4. Boddewyn, J., Soehl, R., and Picard, J. (1986) “Standardization in international marketing: is Ted Levitt in fact right?”, Business Horizons, 29, 69–75.
5. Proceedings of the 1996 American Academy of Advertising Conference;A Cathey,1996
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