How Multinational Enterprises Develop their Advertising
Strategies in New EU Member States: A qualitative view

C 2010

How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view

OKAZAKI, Shintaro, Andras BAUER, Rafal OHME and Radoslav ŠKAPA

Basic information

Original name

How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view

Name in Czech

Jak nadnárodní společnosti vytvářejí své propagační strategie v nových zemích EU: kvalitativní pohled

Authors

OKAZAKI, Shintaro (392 Japan), Andras BAUER (348 Hungary), Rafal OHME (616 Poland) and Radoslav ŠKAPA (203 Czech Republic, guarantor, belonging to the institution)

Edition

1. vyd. Wiesbaden, Advances in Advertising Research (Vol. 1): Cutting Edge International Research. Ralf Terlutter, Sandra Diehl, Shintaro Okazaki (eds.), p. 37-46, 10 pp. European Advertising Academy, 2010

Publisher

Gabler Verlag

Other information

Language

English

Type of outcome

Kapitola resp. kapitoly v odborné knize

Field of Study

50600 5.6 Political science

Country of publisher

Germany

Confidentiality degree

není předmětem státního či obchodního tajemství

Publication form

printed version "print"

References:

URL

RIV identification code

RIV/00216224:14560/10:00047744

Organization unit

Faculty of Economics and Administration

ISBN

978-3-8349-2111-6

Keywords in English

advertising strategy; international marketing

Abstract

V originále

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.

Links

MUNI/A/0905/2009, interní kód MU

Name: Ekonomika a management podniku v globalizovaném prostředí (Acronym: EMP)

Investor: Masaryk University, Category A

Citovat

OKAZAKI, Shintaro, Andras BAUER, Rafal OHME and Radoslav ŠKAPA. How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view. In Advances in Advertising Research (Vol. 1): Cutting Edge International Research. Ralf Terlutter, Sandra Diehl, Shintaro Okazaki (eds.). 1st ed. Wiesbaden: Gabler Verlag, 2010, p. 37-46. European Advertising Academy. ISBN 978-3-8349-2111-6.

@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 and 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.)}. 1st ed. Wiesbaden: Gabler Verlag, 2010, p.~37-46. European Advertising Academy. ISBN~978-3-8349-2111-6.

Detailed Information on Publication Record