Summary

 

"The implementation of international account planning"

 

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.