Publications
Publications
- 2004
- The Global Market: Developing a Strategy to Manage Across Borders
Cost Economies in the Global Advertising and Marketing Services Business
By: Alvin J. Silk and Ernst R. Berndt
Keywords
Cost Management; Advertising; Marketing; Globalized Markets and Industries; Advertising Industry; Service Industry
Citation
Silk, Alvin J., and Ernst R. Berndt. "Cost Economies in the Global Advertising and Marketing Services Business." In The Global Market: Developing a Strategy to Manage Across Borders, edited by John A. Quelch and Rohit Deshpandé, 217–257. San Francisco, CA: Jossey-Bass, 2004.