Indian Journal of Marketing
By: Associated Management Consultants (P) Ltd.Single Issue
Single Issue
- IJM-July08-Article2-International Advertising Strategy:Standardization or Adaptation?
- Price : 80.00
- Published on July 1, 2008
- Associated Management Consultants (P) Ltd.
- Issues 520
- Language - English
- Published monthly
About this issue
Advertising is one of the most critical elements of communication mix of a company and it plays very important role in building brand image. The power of successful transfer of promotion campaign around the globe is a considerable advantage of a globally oriented company in term of competitiveness. As world is witnessing globalization where business is expanding beyond the national boundaries, companies started viewing the whole world as a single market. Multinational companies very often face the trouble of whether to, up to what extent and in which way advertising should be adopted or changed before deploying a particular advertising message in the diverse international market. That is, under what situation international advertising campaign should be standardized or customized, and up to what extent? This is a Conceptual paper which aims at explaining rationale behind a particular approach of international advertising. This paper also talks about different situations which make a particular advertising approach successful across the countries.
About Indian Journal of Marketing
INDIAN JOURNAL OF MARKETING (ISSN 0973-8703) is a double blind peer reviewed refereed monthly journal, which was started in 1968. It is the oldest and the only monthly journal of Marketing in India. It is an authentic research publication dealing with Marketing; Advertising; Consumer Behaviour; Sales Management; Advertising & Promotion Management; Business Education; Business Information Systems (MIS); Business Law; Communication; Direct Marketing; E-Commerce; Global Business; Health Care Administration; Marketing Research; Marketing Theory & Applications; Office Administration/Management; Organizational Development; Production/Operations; Public Administration; Retailing; Sales/Selling; Services; Tourism, Hospitality & Leisure; and Industrial Organization.