Partnering for growth in emerging markets: : Why advertising agencies need to lead, not follow.

• Autores: C. Samuel Craig
• Localización: Journal of Advertising Research, ISSN 0021-8499, Vol. 53, Nº 4, 2013, págs. 361-362
• Idioma: inglés
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• Resumen

  • The author offers opinions on advertising in emerging markets. The increasing amount of advertising spending in developed countries is said to require that advertising agencies and advertisers adjust their advertising and advertising media planning to account for social and economic differences in emerging markets as well as cultural differences.