Čičić, Muris and Brkić, Nenad (2003) Globalization of advertising industry in Bosnia and Herzegovina. In: Globalization and Entrepreneurship: Fears, Challenges and Opportunities, 24-26.4.2003, Pula, Croatia.
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Sažetak
Advertising sector development in Bosnia-Herzegovina (B-H) can be divided into two parts: period before and period after the entry of transnational advertising agencies (TNAA) in the B-H market. Until mid 90-ies, there were no foreign advertising agencies in B-H. However, after 1996 several international agencies entered the market. Advertising sector development has been a part of globalization of the advertising market in the country, with a number of international agencies penetrating the market. Globalization of advertising industry has raised the question of the positive and negative aspects of entry of transnational advertising agencies and their effect on other players in the market. Our study shows that there are very positive effects: Introduction of modern advertising concepts to B-H market, and promotion of professional approach and scientific methodology. The dominance of international agencies and their prevalent market share could be denoted as negative effects of transnational advertising influence on B-H advertising industry.
| Tip objekta: | Materijal konferencije ili radionice (Paper) |
|---|---|
| Mentor: | NIJE ODREĐENO |
| Dodatne informacije: | 2/2003 |
| Ključni pojmovi: | Advertising industry, globalization, Bosnia and Herzegovina, reklamna industrija, globalizacija, Bosna i Hercegovina |
| Teme: | 3 Društvene znanosti > 33 Ekonomija. Ekonomska znanost > 339 Trgovina. Međunarodni gospodarski odnosi. Svjetsko gospodarstvo > 339.9 Međunarodno gospodarstvo općenito. Međunarodni gospodarski odnosi. Globalno gospodarstvo 6 Tehnologija (primijenjene znanosti) > 65 Menadžment i organizacija industrije, trgovine i komunikacija > 659 Reklama, publicitet. Informativni rad. Odnosi s javnošću > 659.1 Reklama, publicitet. Oglašavanje |
| Odjeli: | Odjel za ekonomiju i turizam "Dr. Mijo Mirković" |
| Datum pohrane: | 08 Jan 2013 07:19 |
| Zadnja promjena: | 08 Jan 2013 07:19 |
| URI: | http://eknjiznica.unipu.hr/id/eprint/1841 |
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