Advertising worldwide : concepts, theories, and practice of international, multinational and global advertising
Author(s)
Bibliographic Information
Advertising worldwide : concepts, theories, and practice of international, multinational and global advertising
Prentice Hall, c1994
2nd ed
Available at 15 libraries
  Aomori
  Iwate
  Miyagi
  Akita
  Yamagata
  Fukushima
  Ibaraki
  Tochigi
  Gunma
  Saitama
  Chiba
  Tokyo
  Kanagawa
  Niigata
  Toyama
  Ishikawa
  Fukui
  Yamanashi
  Nagano
  Gifu
  Shizuoka
  Aichi
  Mie
  Shiga
  Kyoto
  Osaka
  Hyogo
  Nara
  Wakayama
  Tottori
  Shimane
  Okayama
  Hiroshima
  Yamaguchi
  Tokushima
  Kagawa
  Ehime
  Kochi
  Fukuoka
  Saga
  Nagasaki
  Kumamoto
  Oita
  Miyazaki
  Kagoshima
  Okinawa
  Korea
  China
  Thailand
  United Kingdom
  Germany
  Switzerland
  France
  Belgium
  Netherlands
  Sweden
  Norway
  United States of America
Note
Includes bibliographical references and index
Description and Table of Contents
Description
Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising, and includes new material on eastern Europe, international media changes, and international advertising campaigns.
Table of Contents
- The environment of worldwide advertising
- the global advertising environment
- developments in world regions
- global management and marketing strategy
- communication and culture
- consumer behaviour
- the worldwide advertising mix
- marketing communication worlldwide
- creative development and execution
- the media landscape worldwide and media planning for worldwide advertising
- other means of communication used worldwide
- managing worldwide advertising
- organization of advertising worldwide - advertiser and agency
- the worldwide advertising plan
- constraints, rules and regulations. Appendix: the IAA Diploma in International Advertising.
by "Nielsen BookData"