Publicité internationale : choisir une stratégie (notice n° 130458)
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| 000 -LEADER | |
|---|---|
| fixed length control field | 01107cam a2200169 4500500 |
| 005 - DATE AND TIME OF LATEST TRANSACTION | |
| control field | 20250112020141.0 |
| 041 ## - LANGUAGE CODE | |
| Language code of text/sound track or separate title | fre |
| 042 ## - AUTHENTICATION CODE | |
| Authentication code | dc |
| 100 10 - MAIN ENTRY--PERSONAL NAME | |
| Personal name | Décaudin, Jean-Marc |
| Relator term | author |
| 245 00 - TITLE STATEMENT | |
| Title | Publicité internationale : choisir une stratégie |
| 260 ## - PUBLICATION, DISTRIBUTION, ETC. | |
| Date of publication, distribution, etc. | 1997.<br/> |
| 500 ## - GENERAL NOTE | |
| General note | 19 |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | Illustrant par une étude de cas, celui du Roquefort Le Papillon, les différentes étapes et critères de décisions relatifs au degré de standardisation de la publicité, cet article donne une synthèse actualisée des problèmes de choix de stratégie en matière de publicité internationale. |
| 520 ## - SUMMARY, ETC. | |
| Summary, etc. | By illustrating the various stages and decision-making criteria involved in the standardisation of advertising by means of a case history, that of the Roquefort butterfly, this article provides an up-to-date summary of the problems that emerge when selecting a strategy as far as international advertising is concerned. |
| 786 0# - DATA SOURCE ENTRY | |
| Note | Décisions Marketing | 11 | 2 | 1997-06-01 | p. 61-68 | 0779-7389 |
| 856 41 - ELECTRONIC LOCATION AND ACCESS | |
| Uniform Resource Identifier | <a href="https://shs.cairn.info/revue-decisions-marketing-1997-2-page-61?lang=fr">https://shs.cairn.info/revue-decisions-marketing-1997-2-page-61?lang=fr</a> |
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