search query: @indexterm LEARNING CURVES / total: 79
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| Author: | Zhou, N. Belk, R. |
| Title: | China's advertising and the export marketing learning curve: the first decade |
| Journal: | Journal of Advertising Research
1993 : NOV-DEC, VOL. 33:6, p. 50-66 |
| Index terms: | ADVERTISING MARKETING CHINA LEARNING CURVES |
| Language: | eng |
| Abstract: | The present paper reports the results of a study that examines internationalization in the context of international advertising. Specifically, a framework was devised to link the export marketing learning curve with the logic of internalization. This model was then tested in a content analysis of China's export advertising during the first decade of its Open Door foreign economic policy from 1979 to 1988. The authors expected that, as China's exports expanded, export advertising would change in ways that reflect the export market learning curve and the internalization of marketing strategies. |
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