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Dynamics of International Advertising
Af: Barbara Mueller Engelsk Paperback
SPAR
kr 194
Dynamics of International Advertising
Af: Barbara Mueller Engelsk Paperback

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.

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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.

Produktdetaljer
Sprog: Engelsk
Sider: 354
ISBN-13: 9781433127595
Indbinding: Paperback
Udgave:
ISBN-10: 1433127598
Kategori: Reklame
Udg. Dato: 10 aug 2017
Længde: 25mm
Bredde: 178mm
Højde: 252mm
Oplagsdato: 10 aug 2017
Forfatter(e): Barbara Mueller
Forfatter(e) Barbara Mueller


Kategori Reklame


Sprog Engelsk


Indbinding Paperback


Sider 354


Udgave


Længde 25mm


Bredde 178mm


Højde 252mm

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