Knowledge@SMU

Authors

Knowledge@SMU

Publication Type

Journal Article

Publication Date

2-2008

Abstract

Long before globalisation became a buzzword, large international advertising agencies had already gone down that road starting in the 1990s by aggressively expanded their domestic and international networks. According to Singapore Management University corporate communications professor Mark Chong, the preference of clients to streamline and integrate their brand communications across countries spurred communication agencies to gain a foothold in the international market under umbrella holding companies rather than individually.

Disciplines

Business | Marketing

Copyright Owner and Holder

Copyright © Singapore Management University 2012

Article ID

1117

Subject(s)

Marketing

Included in

Marketing Commons

Share

COinS