INTERNATIONAL SERVICES ADVERTISING (ISA): Defining the Domain and Reviewing the Literature
本文回顾1970至2002年国际服务业广告文献，指出服务与商品广告策略的差异，为服务企业跨文化竞争提供研究方向和营销启示。
The differences between services and goods are generally well understood. These differences, however, suggest that advertising strategies for goods cannot be automatically applied to services. Yet services are the fastest-growing segment of the expanding global market, and to compete effectively across cultural boundaries, these businesses need to understand appropriate marketing and advertising strategies designed especially for services. This paper evaluates the existing literature on international services advertising (ISA) to provide an assessment of the current state of the research on the topic, with a goal of determining specific areas of research inquiry. A comprehensive review of the international services advertising literature from 1970 to 2002 is provided, and directions for future research are offered.