PUBLICACIONES

The A, B, CS of advertising management: perceptions and practices of management in Chile, Japan and the United States

J. Internacional: The A, B, CS of advertising management: perceptions and practices of management in Chile, Japan and the United States

TOM GRIFFIN., DAVID MCARTHUR., PEDRO HIDALGO C., TOSHIO YAMAKI.

1998 - International Journal of Advertising - Vol. 17, Nº 2, Pp 169-188

Abstract

Compares selected aspects of advertising management in three countries: Chile, Japan and USA, as perceived by practitioners. Prior research indicated a lack of work on this subject. Specific topics include approving advertising, planning media, measuring effectiveness, budgeting. The criteria used to evaluate each of these 4 topics revealed significant differences in advertising management thought even though, directionally, findings were often similar. Cultural, organisational and quantitative (versus qualitative) emphasis were thought to account for differences in practice between the three countries, even though the principles of advertising management may be universal.

Keywords

¿Quieres seguir leyendo? [Accede a la publicación completa]

Gerentes Comerciales y de RRHH Analizan las tendencias en Dirección Comercial de Chile y el mundo y debaten sobre desafíos futuros

“UN 47% DE LAS EMPRESAS CREEN QUE SUS ÁREAS DE VENTAS, RRHH Y MARKETING ESTÁN ALINEADAS” Sergi Ramo, Socio de Barna Consulting Group, España.  ...

Exitosa Conferencia Latinoamericana de Dinamica de Sistemas (CLADS2017)

El Departamento de Administracion de la Facultad de Economia y Negocios de la Universidad de Chile organizo la XV Conferencia Latinoamericana de Dinámica de Sistemas (CLADS 2017). Esta activ...

Todos los Derechos © 2014 | Departamento de Administración - Facultad de Economía y Negocios - Universidad de Chile - Diagonal Paraguay 257, torre 26, oficina 1101, piso 11, Santiago, Chile.