Comparison of Business-To-Business Advertising: The United-States and the United-KingdomIndustrial Marketing Management
AbstractMuch of the cross-cultural advertising literature indicates there are substantial differences in consumer advertising practice across national boundaries. This empirical comparison of trade magazine advertisements in the United States and the United Kingdom found substantial similarity across the two countries, with only minor differences.
Citation InformationCutler, B., , & Javalgi, R. (1994). Comparison of business-to-business advertising. Industrial Marketing Management, 23(2), 117-124. doi:10.1016/0019-8501(94)90012-4