| Автор | Delener, Nejdet |
| Дата выпуска | 1996 |
| dc.description | ABSTRACTThis paper examines the perceptions of executives in the United States and United Kingdom concerning global advertising trends and the advertising agency-client relationships. Understanding the types of advertising tasks and the roles played by executives allows marketers and advertisers to develop appropriate communication strategies important in maintaining this relationship. Managerial and strategic recommendations for global marketers and advertisers are discussed as well. |
| Формат | application.pdf |
| Издатель | Taylor & Francis Group |
| Копирайт | Copyright Taylor and Francis Group, LLC |
| Название | Beware of Globalization: A Comparative Study of Advertising Agency-Client Relationships |
| Тип | research-article |
| DOI | 10.1300/J090v14n01_12 |
| Print ISSN | 0748-4623 |
| Журнал | Journal of Professional Services Marketing |
| Том | 14 |
| Первая страница | 167 |
| Последняя страница | 177 |
| Аффилиация | Delener, Nejdet; Graduate School of Business Administration, St. John's University |
| Выпуск | 1 |
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