The Case Study Approach in Cross-Cultural Research
1966 ◽
Vol 3
(1)
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pp. 26-31
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Most leading international advertisers, agencies and research firms take a pragmatic approach to the problem of transferring successful U.S. advertising campaigns to foreign markets, with the final decision based principally on market, cultural and media factors.
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2016 ◽
Vol 40
(5)
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pp. 445-455
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