Rodyti trumpą aprašą

dc.contributor.authorNowacki, Robert
dc.date.accessioned2024-06-05T06:18:27Z
dc.date.available2024-06-05T06:18:27Z
dc.date.issued2012
dc.identifier.isbn9786094571169en_US
dc.identifier.issn2029-4441en_US
dc.identifier.urihttps://etalpykla.vilniustech.lt/handle/123456789/154356
dc.description.abstractIntensification of globalisation processes in the contemporary world entails consequences for all areas of the socio-economic life. This concerns also marketing management, including advertising, which is particularly sensitive to the developments occurring in the global environment. This article is also put in such a context, focusing on the subject matters of impact of globalisation on advertising activi-ties of enterprises operating in the Polish market. Based on the results of empirical studies, there is pre-sented a concept of advertising management taking into account the disparities existing between the two key strategies: standardisation and individualisation. Against this background, there is made an attempt to diagnose an impact of advertising globalisation on its efficacy and formation of enterprise’s competitive-ness.en_US
dc.format.extent7 p.en_US
dc.format.mediumTekstas / Texten_US
dc.language.isoenen_US
dc.relation.urihttps://etalpykla.vilniustech.lt/handle/123456789/154267en_US
dc.source.urihttp://old.konferencijos.vgtu.lt/bm.vgtu.lt/public_html/index.php/bm/bm_2012/paper/view/104en_US
dc.subjectadvertisingen_US
dc.subjectadvertising managementen_US
dc.subjectglobalisationen_US
dc.subjectstandardisation of advertisingen_US
dc.subjectcompetitiveness of enterprisesen_US
dc.titleStandardisation of advertising as a symptom of enterprises’ adjustment to the globalisation challengesen_US
dc.typeKonferencijos publikacija / Conference paperen_US
dcterms.accessRightsLaisvai prieinamas / Openly availableen_US
dcterms.accrualMethodRankinis pateikimas / Manual submissionen_US
dcterms.alternativeInternational economy: problems of innovation and marketing managementen_US
dcterms.issued2012-05-11
dcterms.references30en_US
dc.description.versionTaip / Yesen_US
dc.contributor.institutionUniversity of Finance and Managementen_US
dcterms.sourcetitle7th International Scientific Conference “Business and Management 2012”en_US
dc.identifier.eissn2029-929Xen_US
dc.publisher.nameVilnius Gediminas Technical Universityen_US
dc.publisher.nameVilniaus Gedimino technikos universitetasen_US
dc.publisher.countryLithuaniaen_US
dc.publisher.countryLietuvaen_US
dc.publisher.cityVilniusen_US
dc.identifier.doihttps://doi.org/10.3846/bm.2012.056en_US


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Rodyti trumpą aprašą