Global Advertising: Rhyme or Reason? - Hardcover

Vardar, Nukhet

 
9781853961434: Global Advertising: Rhyme or Reason?
Hardcover
ISBN 10: 1853961434 ISBN 13: 9781853961434
Verlag: PAUL CHAPMAN, 1992

Inhaltsangabe

This survey concentrates on international agency - client relationships. It is based on interviews with all levels of management from a wide range of international agencies based in London. Global advertising from a distance can seem attractive. It looks simple, quick and cost effective. There are, however, very complex issues involved. Both agencies and clients can encounter lack of local management support, arguments over agency commissions and local authority/local responsibility dilemmas. Chaos can easily result. This book addresses these issues and discusses the less well-known and less talked about side of the global advertising debate.

Global Advertising provides genuine real-life insights into the practical challenges of managing advertising programmes at the international level. By providing a detailed picture of past pitfalls and successes, it will help practitioners prepare for the huge challenges of the 1990s.

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Über die Autorin bzw. den Autor

Dr. Nükhet Vardar has been studying and practicing international marketing and advertising since 1983. After receiving her PhD in international advertising from the former University of Manchester Institute of Science and Technology, UK in 1990, she worked in international advertising and media agencies as a professional while pursuing additional academic degrees. In 2002, she returned to academia at Yeditepe University, Istanbul, Turkey, as a member of the Faculty of Economics and Business Administration, where she was a professor of marketing from 2004–2008, until retiring from the University. She founded her own consulting firm, El Izi Comm. Consultancy, Turkey in 2002, where she continues to provide consulting services. At the end of 2016, Dr. Vardar launched her company’s UK subsidiary – El Izi Communications Consultancy U.K. Limited – as a novel e-learning project, and divides her time between London and Istanbul (for more information: http://elizi.net/cv_eng/).

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Verlag
PAUL CHAPMAN
Erscheinungsdatum
1992
Sprache
Englisch
ISBN 10 
1853961434
ISBN 13 
9781853961434
Einband
Gebundene Ausgabe
Anzahl der Seiten
142
Kontakt zum Hersteller
Nicht verfügbar
Verantwortliche Person
Nicht verfügbar