Online integrated marketing communication strategies of international brands: standardization vs. adaptation approaches.
| Autor: | Rashkova, Yanina1 (AUTHOR) yanina.rashkova@unica.it, Moi, Ludovica1 (AUTHOR), Marku, Elona1 (AUTHOR), Cabiddu, Francesca1 (AUTHOR) |
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| Zdroj: | Journal of Marketing Communications. Nov2024, Vol. 30 Issue 7, p810-833. 24p. |
| Databáze: | Business Source Ultimate |
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