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

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Authors

OKAZAKI Shintaro BAUER Andras OHME Rafal ŠKAPA Radoslav

Year of publication 2010
Type Chapter of a book
MU Faculty or unit

Faculty of Economics and Administration

Citation
Description 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.
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