Although scholarly research has provided some linkage between strategy and international marketing, it has for the most part remained very broad in scope and therefore has provided little specific guidance for the international marketing manager. Until recently very little research has developed propositions linking specific
CITATION STYLE
Brouthers, L. E., & Baker, J. (2015). Linking Corporate Policy and Global Advertising Strategy: A Cross-National Framework for Competitive Advantage. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science (p. 133). Springer Nature. https://doi.org/10.1007/978-3-319-13159-7_30
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