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This is a comprehensive text for upper-division undergraduate or graduate level courses dealing with International Advertising.
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Über die Autorin bzw. den Autor
Barbara Mueller (Ph.D., University of Washington) is Professor of Advertising at San Diego State University. Her work has appeared in numerous journals, including the Journal of Advertising, International Journal of Advertising, and International Marketing Review. She is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008) and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, second edition, 2010).
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- VerlagPeter Lang Inc., International Academic Publishers
- Erscheinungsdatum2017
- ISBN 10 1433127598
- ISBN 13 9781433127595
- EinbandTapa blanda
- SpracheEnglisch
- Auflage3
- Anzahl der Seiten366
- Kontakt zum HerstellerNicht verfügbar
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Dynamics of International Advertising: Theoretical and Practical Perspectives
ISBN 10: 1433127598
ISBN 13: 9781433127595
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Dynamics of International Advertising
Verlag:
Peter Lang Inc., International Academic Publishers, 2017
ISBN 10: 1433127598
ISBN 13: 9781433127595
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Dynamics of International Advertising: Theoretical and Practical Perspectives
Verlag:
Peter Lang Inc., International Academic Publishers, 2017
ISBN 10: 1433127598
ISBN 13: 9781433127595
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Dynamics of International Advertising
Verlag:
Peter Lang, Peter Lang Aug 2017, 2017
ISBN 10: 1433127598
ISBN 13: 9781433127595
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Taschenbuch. Zustand: Neu. Neuware -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. 366 pp. Englisch. Artikel-Nr. 9781433127595
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Dynamics of International Advertising | Theoretical and Practical Perspectives
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Taschenbuch. Zustand: Neu. Dynamics of International Advertising | Theoretical and Practical Perspectives | Barbara Mueller | Taschenbuch | Kartoniert / Broschiert | Englisch | 2017 | Peter Lang | EAN 9781433127595 | Verantwortliche Person für die EU: Lang, Peter GmbH, Gontardstr. 11, 10178 Berlin, r[dot]boehm-korff[at]peterlang[dot]com | Anbieter: preigu. Artikel-Nr. 109595116
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Dynamics of International Advertising : Theoretical and Practical Perspectives
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Taschenbuch. Zustand: Neu. Druck auf Anfrage Neuware - Printed after ordering - 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. Artikel-Nr. 9781433127595
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