Dynamics of International Advertising

Barbara Mueller

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Theoretical and Practical Perspectives, Mueller, Barbara, Paperback
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&ltI>Dynamics of International Advertising&lt/I> brings to light the
unique challenges marketers face in developing and implementing successful
campaigns globally. With a balance of theoretical and practical perspectives,
this second edition takes the reader inside the dynamics of advertising as it
functions within the international marketing mix. Updated with the most recent
statistical information as well as current examples and case studies,
&ltI>Dynamics of International Advertising&lt/I> addresses the key
issues that advertisers must keep in mind in creating effective communication
programs for foreign markets: cultural norms and values, political and legal
environments, economic policies, social contexts, and more. Both the process
and product of international advertising are addressed, from research and
strategy development to creative execution and media planning. Ethical concerns
are highlighted as well. This is an ideal textbook for upper-division
undergraduate and graduate students in specialized courses dealing with
international advertising or marketing. It is also an effective supplemental
text for introductory advertising, marketing, or mass communications courses
seeking to expand coverage of the international dimension. The book should
prove useful to practitioners of international advertising, whether on the
client side or within the advertising agency; researchers of international
advertising and marketing will also find the text a valuable resource.

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PX9781433103841

Productspecificaties

Auteur
(7)
Barbara Mueller  
Genre
(10)
Economie  
Fonds
(28)
PETER LANG  
Uitvoering
(3)
Paperback  
Uitgavedatum
(32)
01/01/2010
Taal
(39)
Nederlands  
Volume
(2)
181, 254, 21
Druk
(30)
1
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