search query: @author Streich, M. / total: 1
reference: 1 / 1
« previous | next »
| Author: | Streich, M. |
| Title: | Werbebudgetierung im internationalen Marketing |
| Journal: | Marketing: Zeitschrift für Forschung und Praxis
1997 : VOL. 19:4, p. 233-246 |
| Index terms: | ADVERTISING BUDGETING INTERNATIONAL MARKETING STANDARDS |
| Language: | ger |
| Abstract: | Several specific problems are involved with the process of international advertising budgeting. The degree of standardization resp. differentiation of the ads as well as overflow of media btw. various countries are to be taken into account. The paper presents a planning process for an international advertising campaign and deals with the problem of advertising budgeting in detail. |
« previous | next »
SCIMA