Managerial Challenges of Global Advertising Agencies.

Based upon his faculty-residence experience at a global advertising agency, and his interviews with the managerial staff of the agency, the author identifies and discusses five major managerial challenges of global advertising agencies, namely cultural diversity, media and audience fragmentation, integration of marketing tools, expatriation of managerial staff, and relationship marketing. The solutions of the managerial challenges are also discussed, where appropriate. [ABSTRACT FROM PUBLISHER]