Marketing

Title

Comparison of Business-To-Business Advertising: The United-States and the United-Kingdom

Document Type

Article

Publication Date

4-1994

Publication Title

Industrial Marketing Management

Abstract

Much 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.

Original Citation

Cutler, 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

DOI

10.1016/0019-8501(94)90012-4

Volume

23

Issue

2