Global and Multi-National Advertising

By Basil G. Englis | Go to book overview

ACKNOWLEDGMENTS

The authors gratefully acknowledge the support for this research provided by the Hoso Bunka Foundation ( Tokyo), The Korea Broadcast Advertising Corporation ( Seoul), ASI Market Research, Inc. ( Tokyo), the Yoshida Hideo Memorial Foundation ( Tokyo), and Youngshin Academy ( Seoul).


REFERENCES

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Buzzell R. D. ( 1968). "Can you standardize multinational marketing?" Harvard Business Review, 46, 102-113.

Dunn S. W. ( 1976). "Effect of national identity on multinational promotion in Europe". Journal of Marketing, 40, 50-57.

Elinder E. ( 1961). "How international can international advertising be?" International Advertiser, 12-16.

Fatt A. C. ( 1967). "The danger of local international advertising". Journal of Marketing, 31, 60-62.

Gudykunst W. B., Yoon Y. C., & Nishada Y. C. ( 1987). "The influence of individualismcollectivism on perceptions of communication in in group and outgroup relationships". Communication Monographs, 54, 295-306.

Hall E. T. ( 1976). Beyond Culture. Garden City, NY: Anchor Press/Doubleday.

Hall E. T., & Hall M. R. ( 1987). Hidden differences: Doing business with the Japanese. Garden City, NY: Anchor Press/Doubleday.

Harris G. ( 1984). "The globalization of advertising". International Journal of Advertising, 3, 223-234.

Hite R. E., & Fraser C. ( 1988). "International advertising strategies of multinational corporations". Journal of Advertising Research, 28, 9-17.

Hoare J., & Pares S. ( 1988). Korea: An Introduction. New York: Kegan Paul International.

Hofstede G. ( 1980). Culture's consequences: International differences in work-related values. Beverly Hills: Sage.

Hofstede G. ( 1983). Dimensions of national cultures in fifty countries and three regions. In J. Deregowski , S. Dziurawiec, & R. Annis (Eds.), Explorations in cross-cultural psychology (pp. 365-397). Lisse, Netherlands: Swets and Zeitlinger.

Hornik J. ( 1980). Comparative evaluation of international vs. national advertising strategies. Columbia Journal of World Business, 15, 36-45.

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