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Dynamics of International Advertising Theoretical and Practical Perspectives

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ISBN-10: 0820463604

ISBN-13: 9780820463605

Edition: 2nd 2006 (Revised)

Authors: Barbara Mueller

List price: $56.95
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Book details

List price: $56.95
Edition: 2nd
Copyright year: 2006
Publisher: Peter Lang AG International Academic Publishers
Publication date: 1/26/2006
Binding: Paperback
Pages: 342
Size: 6.30" wide x 9.06" long x 0.75" tall
Weight: 1.342
Language: English

Preface
Growth of International Business and Advertising
The International Marketing Mix
The International Marketing and Advertising Environment
The Cultural Environment
Coordinating and Controlling International Advertising
Creative Strategy and Execution
Advertising Media in the International Arena
Research in the International Arena
Advertising Regulatory Considerations in the International Arena
Social Responsibility and Ethics in the Global Marketplace
Index
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