Téléchargez le livre : Dynamics of International Advertising

Dynamics of International Advertising

Theoretical and Practical Perspectives

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Éditeur :

Peter Lang Inc., International Academic Publishers


Paru le : 2017-08-14



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Description
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.
Pages
366 pages
Collection
n.c
Parution
2017-08-14
Marque
Peter Lang Inc., International Academic Publishers
EAN papier
9781433127595
EAN PDF
9781453919149
Informations sur l'ebook
Nombre pages copiables
73
Nombre pages imprimables
73
Taille du fichier
8919 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
59,03 €
EAN EPUB
9781433137846
Informations sur l'ebook
Nombre pages copiables
73
Nombre pages imprimables
73
Taille du fichier
9349 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
59,03 €

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