Dynamics of International Advertising: Theoretical and Practical Perspectives - Softcover

Mueller, Barbara

 
9781433103841: Dynamics of International Advertising: Theoretical and Practical Perspectives
Softcover
ISBN 10: 1433103842 ISBN 13: 9781433103841
Verlag: Peter Lang, 2010

Inhaltsangabe

Dynamics of International Advertising 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, Dynamics of International Advertising 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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Über die Autorin bzw. den Autor

Barbara Mueller is Professor of Advertising in the School of Journalism and Media Studies at San Diego State University. She received her PhD in communications from the University of Washington. In addition to a multitude of articles in academic journals, she is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008), and is co-author (with Katherine Toland Frith) of Advertising and Societies (Peter Lang, second edition 2010).

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Verlag
Peter Lang
Erscheinungsdatum
2010
Sprache
Englisch
ISBN 10 
1433103842
ISBN 13 
9781433103841
Einband
Tapa blanda
Auflage
2
Anzahl der Seiten
368
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar

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9780820463605: Dynamics of International Advertising: Theoretical and Practical Perspectives

Vorgestellte Ausgabe

ISBN 10:  0820463604 ISBN 13:  9780820463605
Verlag: Peter Lang Publishing Inc, 2006
Softcover