Measuring the Degree of Standardization in International Advertising - a Multivariate Analysis-Based Model

Backhaus K, Schlöder K u F

Cite as

Backhaus, K., & Schlöder, K. u. F. (1999). Measuring the Degree of Standardization in International Advertising — a Multivariate Analysis-Based Model. In Proceedings of the 28th EMAC Conference, Marketing and Competition in the Information Age, Berlin, 2–23.

Details

Publication type
Research article in proceedings (conference)

Publication status
Published

Year
1999

Conference
Proceedings of the 28th EMAC Conference, Marketing and Competition in the Information Age

Venue
Berlin

Start page
2

End page
23

Language
English