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| Tekijä: | Melewar, T. Turnbull, S. Balabanis, G. |
| Otsikko: | International advertising strategies of multinational enterprises in the Middle East |
| Lehti: | International Journal of Advertising
2000 : VOL. 19:4, p. 529-548 |
| Asiasana: | INTERNATIONAL ADVERTISING COMPANIES |
| Kieli: | eng |
| Tiivistelmä: | This study examines the degree of standardisation of advertising strategies for a sample of multinational enterprises in Middle Eastern markets. To date, very little has been researched or written about advertising standardisation in this region, despite the growth of the advertising industry and the emergence of many new pan-Arab media opportunities. The results suggest that in most markets studied, the majority of companies follow their home market's advertising strategy. |
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