Take a standard

July 2006
Marketing Management;Jul/Aug2006, Vol. 15 Issue 4, p5
The article discusses an article that appeared in the "Journal of International Marketing" concerning standardization of advertising campaigns across the European Union. The study consisted of a survey sent to marketing and advertising executives working for subsidiaries of U.S. and Japanese multinational corporations in France, Germany, Italy, the Netherlands and the United Kingdom. The survey found the American companies were more likely to use the same marketing strategy in all European countries than Japanese firms.


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