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Bücher Englische Bücher Wissen & Bildung Sozialwissenschaft, Recht, Wirtschaft Medien & Kommunikation Dynamics of International Advertising
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Dynamics of International Advertising
Barbara Mueller (Broschiert, Englisch)
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Beschreibung
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. Dieses Produkt haben wir gerade leider nicht auf Lager.
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Technische Daten
Erscheinungsdatum
22.06.2004
Sprache
Englisch
EAN
9781433103841
Herausgeber
Peter Lang Publishing Inc. New York
Sonderedition
Nein
Autor
Barbara Mueller
Seitenanzahl
368
Einbandart
Broschiert
Buch Untertitel
Theoretical and Practical Perspectives
Autorenporträt
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).
Schlagwörter
add, marketing, economy, International, Culture, Communication, Marketing, Advertising, cultural norms, political environments, social contexts, marketing mix
Thema-Inhalt
JBCT - Medienwissenschaften
Höhe
210 mm
Breite
14.8 cm
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