TITLE

ADAPTATION

AUTHOR(S)
Clow, Kenneth E.; Baack, Donald
PUB. DATE
March 2005
SOURCE
Concise Encyclopedia of Advertising;2005, p3
SOURCE TYPE
Book
DOC. TYPE
Reference Entry
ABSTRACT
The article presents an encyclopedia entry for adaptation. It refers to the marketing strategy of companies that wanted to expand sales to other countries. This happens when the products and marketing messages of a company are adapted to fit individual countries. The advertising messages are different in every country.
ACCESSION #
22573810

 

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