1. Introduction
According to the definition by the United Nations, a multinational corporation refers to "an enterprise which owns or controls production or service facilitates outside the country in which it is based" (Czinkota et al 1998:434). It emerged in the 1960s' as an inevitable result of the development of productive forces. By 1995, the total number of multinationals exceeded 37,000 with 206,000 affiliates around the world, and by 1999, the figures increased to 63,000 and 690,000 respectively. No one doubts the influences the multinational companies have on the global economy. Statistics from United Nations Conference on Trade and Development show that by the year 1999, the multinationals controlled 1/3 of the world's product and 1/2 of the world international trade. But the influences go far more beyond that. As they export capital, products and production, multinationals also export their ideas, beliefs and values to other countries. With their enormous economic strength, their g英语论文网 【http://www.51lunwen.org】lobal business networks and the globalization of the world economy, multinationals also gain a dominant position in the global cross-cultural communications.

论文题目:Advertising Strategy">Advertising Strategy Analysis　
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论文用途：硕士课程论文 Master Degree
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University of Hertfordshire
The Business School

Module Handbook
for
Advertising