I. 국내문헌

高景淳, "국제광고 표준화 모형의 적용에 관한 연구," 박사학위논문, 숭실대학교, 1987. 6.

金光洙, "국제마아케팅의 제품전략에 관한 연구," 경영·경제연구, 제7권 제1호, 부산대학교 산업개발연구소, 1988. 12.

------, "국제시장세분화와 시장선택에 관한 연구," 부산상대론집, 제58집, 부산대학교 상과대학, 1989. 12.

김염제, 다국적광고론, 서울:나남, 1986.

朴光緖, "국제기업의 마아케팅프로그램 표준화정도의 결정요인에 관한 실증적 연구," 박사학위논문, 고려대학교, 1990. 6.

申寅燮, 국제광고PR론, 서울:나남, 1989.

신한원, "다국적기업의 국제마아케팅전략에 관한 연구," 박사학위논문, 연세대학교, 1989. 6.

安永甲, "국제기업의 한국자회사에 대한 마아케팅의사결정의 집중화와 표준화에 관한 연구," 경영학연구, 제14권 제2호, 한국경영학회, 1985. 2.

吳澤燮, 사회과학 데이터 분석방법, 서울:나남, 1990.

鄭淳泰, 마아케팅관리론, 서울:법문사, 1987.

채서일, 사회과학 조사방법론, 서울:법문사, 1990.

崔炳龍, 최신소비자행동론, 서울:박영사, 1987.

Lee, Soo-Hyung, "Evaluative Criteria for Convenience Goods Among the International Consumers:Implicational for International Advertising Strategy," Research Review of Kyungpook National University, Vol.41, 1986.

II. 일본문헌

諸上戊登, "소비자행동の 비교문학적연구の 방법に관する일고찰," 명대상학론총, 제67권 제2-7호, 명치대학상학연구소, 1985년 2월.

------, "국제시장세분화분석への의 가치변수の 도입," 명대상학론총, 제70권 제1호, 명치대학상학연구소, 1987년 10월.

III. 구미문헌

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Berger, K.A., Stern, B.B., and Johansson, J.K., "Strategic Implications of a Cross-Cultural Comparison of Attribute Importance:Automobiles in Japan and the United States," AMA Proceedings, 1983.

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Boone, L.E., and Kurtz, D.L., Contemporary Marketing, Chicago:Dryden Press, 1986.

Boote, A.S., "Psychographic Segmentation in Europe," Journal of Advertising Research, December 1982-January 1983.

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Brislin, R.W., "Back-Translation for Cross-Cultural Research," Journal of Cross-Cultural Psychology, September 1970.

Britt, S.H., "Standardizing Marketing For the International Market," Columbia Journal of World Business, Winter 1974.

Buzzell, R.D., "Can you standardize multinational marketing?," Havard Business Review, November-December 1968.

Caffyn J. and Rogers, N., "British Reaction니 새 TV Commercials," Journal of Advertising Research, June 1970.

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Cunningham, W.H., Cunningham, I.C.M., and Green, R.T., "The Ipsative Process to Reduce Response Set Bias," The Public Opinion Quarterly, Spring 1977.

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------ and Dubois, B., "Looking at the Cultural Environment for International Marketing Opportunities," Columbia Journal of World Business, Winter 1977.

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Dunn, S.W., "Effect of National Identity on Multinational Promotional Strategy in Europe," Journal of Marketing, October 1976.

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Fatt, A.C., "The Denger of "Local" International Advertising," Journal of Marketing, January 1967.

Green, R.T. and Cunningham, I.C.M., "Family Purchasing Roles in Two Countries," Journal of International Business Studies, Spring-Summer 1980.

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------, Cunningham, W.H., and Cunningham, I.C.M., "The Effectiveness of Standardized Global Advertising," Journal of Advertising, 4(3), 1975.

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Hite. R.E. and Fraser, C., "International Advertising Strategies of Multinational Corporations," Journal of Advertising Research, August-September 1988.

Hornik, J., "Comparative Evaluation of International vs. National Advertising Strategies," Columbia Journal of World Business, Spring 1980.

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The Possibility of Standardized International Advertising Strategy

Lee, Soo-Hyung(Department of Business Advinistration, Graduate School, Pusan National University)