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@inbook{933535,
author = {Okazaki, Shintaro and Bauer, Andras and Ohme, Rafal and Škapa, Radoslav},
address = {Wiesbaden},
booktitle = {Advances in Advertising Research (Vol. 1): Cutting Edge International Research. Ralf Terlutter, Sandra Diehl, Shintaro Okazaki (eds.)},
edition = {1},
keywords = {advertising strategy; international marketing},
howpublished = {tištěná verze "print"},
language = {eng},
location = {Wiesbaden},
isbn = {978-3-8349-2111-6},
pages = {37-46},
publisher = {Gabler Verlag},
title = {How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view},
url = {http://www.gabler.de/Buch/978-3-8349-2111-6/Advances-in-Advertising-Research-(Vol--1).html},
year = {2010}
}
TY - CHAP
ID - 933535
AU - Okazaki, Shintaro - Bauer, Andras - Ohme, Rafal - Škapa, Radoslav
PY - 2010
TI - How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view
VL - European Advertising Academy
PB - Gabler Verlag
CY - Wiesbaden
SN - 9783834921116
KW - advertising strategy
KW - international marketing
UR - http://www.gabler.de/Buch/978-3-8349-2111-6/Advances-in-Advertising-Research-(Vol--1).html
N2 - This study aims at exploring international advertising strategy in the Czech Republic, Poland, and Hungary. The main method of research is personal interview, and the authors adopt the grounded theory approach. Specifically, they interview MNCs' advertising or marketing managers or equivalent practitioners.
ER -
OKAZAKI, Shintaro, Andras BAUER, Rafal OHME a Radoslav ŠKAPA. How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view. In \textit{Advances in Advertising Research (Vol. 1): Cutting Edge International Research. Ralf Terlutter, Sandra Diehl, Shintaro Okazaki (eds.)}. 1. vyd. Wiesbaden: Gabler Verlag, 2010, s.~37-46. European Advertising Academy. ISBN~978-3-8349-2111-6.
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