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Dynamics of International Advertising : Theoretical and Practical Perspectives

Dynamics of International Advertising : Theoretical and Practical Perspectives - 04 edition

ISBN13: 978-0820463605

Cover of Dynamics of International Advertising : Theoretical and Practical Perspectives 04 (ISBN 978-0820463605)
ISBN13: 978-0820463605
ISBN10: 0820463604
Cover type:
Edition/Copyright: 04
Publisher: Peter Lang Pub., Inc.
Published: 2004
International: No

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Dynamics of International Advertising : Theoretical and Practical Perspectives - 04 edition

ISBN13: 978-0820463605

Barbara Mueller

ISBN13: 978-0820463605
ISBN10: 0820463604
Cover type:
Edition/Copyright: 04
Publisher: Peter Lang Pub., Inc.

Published: 2004
International: No
Summary

This is a 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 text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.

Table of Contents

1 Growth of international business and advertising
2 The international marketing mix
3 The international marketing and advertising environment
4 The cultural environment
5 Coordinating and controlling international advertising
6 Creative strategy and execution
7 Advertising media in the international arena
8 Research in the international arena
9 Advertising regulatory considerations in the international arena
10 Social responsibility and ethics in the global marketplace

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