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| Author: | Grein, A. Ducoffe, R. |
| Title: | Strategic responses to market globalisation among advertising agencies |
| Journal: | International Journal of Advertising
1998 : VOL. 17:3, p. 301-319 |
| Index terms: | ADVERTISING AGENCIES MARKETS GLOBALIZATION STRATEGIC PLANNING |
| Language: | eng |
| Abstract: | As markets and clients become more global, the advertising industry is going through major changes. Advertising agencies need to be simultaneously integrated and responsive. This study reports on a series of interviews with international agency leaders intended to gain an assessment of both to extent to which their companies are responding to these needs and the appropriateness of the framework for understanding the strategic options available for ad agency management. |
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