Abstract
From A (Absolute Vodka) to V (Visa), marketers are increasingly launching global campaigns to promote their products and services to consumers in every corner of the planet (PR Newswire, 2007; corporate.visa.com, 2009). There appears to be ample evidence that standardized advertising is more feasible than ever before (Mueller and Taylor, 2011). The benefits of a common marketing and, in particular, advertising strategy are manifold.
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Mueller, B., Diehl, S., Terlutter, R. (2015). GLOBE Cultural Dimensions: Providing Insights for Advertising Execution in the Global Marketplace. In: Banks, I., De Pelsmacker, P., Okazaki, S. (eds) Advances in Advertising Research (Vol. V). European Advertising Academy, vol 5. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-08132-4_12
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