Dynamics of International Advertising

Theoretical and Practical Perspectives

Business & Finance, Marketing & Sales, Advertising & Promotion, Management & Leadership, Decision Making & Problem Solving, Nonfiction, Art & Architecture, General Art
Cover of the book Dynamics of International Advertising by Barbara Mueller, Peter Lang
View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart
Author: Barbara Mueller ISBN: 9781433137846
Publisher: Peter Lang Publication: August 14, 2017
Imprint: Peter Lang Inc., International Academic Publishers Language: English
Author: Barbara Mueller
ISBN: 9781433137846
Publisher: Peter Lang
Publication: August 14, 2017
Imprint: Peter Lang Inc., International Academic Publishers
Language: English

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of theoretical and practical perspectives, this 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, the text addresses the key issues that advertisers must keep in mind when 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.

Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.

View on Amazon View on AbeBooks View on Kobo View on B.Depository View on eBay View on Walmart

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of theoretical and practical perspectives, this 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, the text addresses the key issues that advertisers must keep in mind when 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.

Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.

More books from Peter Lang

Cover of the book A Multi-dimensional Approach to Discourse Coherence by Barbara Mueller
Cover of the book Persuasion im deutschen und italienischen Fußballspielbericht by Barbara Mueller
Cover of the book History of Philosophy I by Barbara Mueller
Cover of the book Angemessenheit der Verguetung des Insolvenzverwalters by Barbara Mueller
Cover of the book Studies in the Methodology of Science by Barbara Mueller
Cover of the book Delegierte Rechtsakte und Durchfuehrungsrechtsakte im Europarecht by Barbara Mueller
Cover of the book Facing ICT Challenges in the Era of Social Media by Barbara Mueller
Cover of the book Heikle Versprechen by Barbara Mueller
Cover of the book Approaching Transnational America in Performance by Barbara Mueller
Cover of the book Symbole des Lebenslaufes by Barbara Mueller
Cover of the book Jenseitslehre by Barbara Mueller
Cover of the book From Multitude to Crowds: Collective Action and the Media by Barbara Mueller
Cover of the book The Return of the Narrative: the Call for the Novel- Le retour à la narration : le désir du roman by Barbara Mueller
Cover of the book Educating for Democratic Consciousness by Barbara Mueller
Cover of the book Literary Intellectuals by Barbara Mueller
We use our own "cookies" and third party cookies to improve services and to see statistical information. By using this website, you agree to our Privacy Policy