International Advertising: Strategic and Cultural Insight from practitioners based in the United Arab Emirates

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International Advertising: Strategic and Cultural Insight from practitioners based in the United Arab Emirates

The debate surrounding standardized versus localized advertising still remains at large. Scholars and practitioners appear to reside in three schools of thought including: standardization, adaptation and contingency approach. Many advertising failures occur due to a lack of attention to cultural dif...

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Bibliographic Details
Main Author:	Rapallo, Alex
Format:	Dissertation (University of Nottingham only)
Language:	English
Published:	2012
Online Access:	https://eprints.nottingham.ac.uk/25745/

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