How International Can European Advertising Be?
Journal of MarketingPublished 1 April 1965
Erik Elinder
Citations130
SJR quartileQ1
SJR score13.39
SNIP5.22
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Abstract
Is it true that the various markets in Europe are so different that the same message for the same product cannot appeal as successfully to two or three or more markets as a campaign tailormade for a single nation? Here is how an internationally-recognized advertising man answers this question.
Keywords
Social Sciences