How Multinational Enterprises Develop their Advertising Strategies in New EU Member States: A qualitative view
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| Year of publication | 2010 |
| Type | Chapter of a book |
| MU Faculty or unit | |
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| 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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