Další formáty:
BibTeX
LaTeX
RIS
@inproceedings{863051,
author = {Okazaki, Shintaro and Ohme, Rafal and Bauer, Andras and Škapa, Radoslav},
address = {Klagenfurt},
booktitle = {Proceedings of the International Conference on Research in Advertising (ICORIA)},
edition = {1},
keywords = {advertising strategy; international marketing},
language = {eng},
location = {Klagenfurt},
isbn = {978-3-200-01556-2},
publisher = {European Advertising Academy},
title = {Qualitative exploration on advertising strategy in the new EU member states},
year = {2009}
}
TY - JOUR
ID - 863051
AU - Okazaki, Shintaro - Ohme, Rafal - Bauer, Andras - Škapa, Radoslav
PY - 2009
TI - Qualitative exploration on advertising strategy in the new EU member states
PB - European Advertising Academy
CY - Klagenfurt
SN - 9783200015562
KW - advertising strategy
KW - international marketing
N2 - This drastic expansion of the European Union (EU) has changed the way multinational corporations (MNCs) operate their businesses in Europe. Because of these countries low labour costs and investment incentives (e.g., tax reduction, construction aid), many firms have moved their production facilities from other regions to these new Member States. In particular, the Czech Republic, Hungary, and Poland have attracted almost three-quarters of foreign investment. However, to date, little research has been available regarding advertising or marketing strategy in this region. This study aims at exploring international advertising strategy in this region, using a "grounded theory" approach. Chosen from Fortune Global 500, we interview marketing or advertising managers of MCNs operating in these countries. In closing, study findings and implications are discussed.
ER -
OKAZAKI, Shintaro, Rafal OHME, Andras BAUER a Radoslav ŠKAPA. Qualitative exploration on advertising strategy in the new EU member states. In \textit{Proceedings of the International Conference on Research in Advertising (ICORIA)}. 1. vyd. Klagenfurt: European Advertising Academy, 2009, 6 s. ISBN~978-3-200-01556-2.
|
