Read this article (English, 7.7 MB)The implementation of international account planning in the automotive industry.
Standardising advertising planning processes provides companies with a variety of opportunities to enhance the efficiency and effectiveness of their international campaigns. But to succeed, multinationals have to ensure each party involved is going to cooperate. The author outlines the options open to the car industry to improve cross-border cooperation before introducing a step-by-step model for standardising international advertising planning.
Source: Dmoch, T. (2004c), „The implementation of international account planning in the automotive industry“, Planung & Analyse, Vol. 32, Nr. 7, p. 40-43.
Read this article (English, 7.7 MB)
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