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Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Dynamics of International Advertising: Theoretical and Practical Perspectives

Name: Dynamics of International Advertising: Theoretical and Practical Perspectives
Brand: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Price: 42.0 GBP
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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.

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Product Specifications

Brand: Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften
Format: paperback
ASIN: 1433127598
Category: Books > Subjects > Business, Finance & Law > E-Commerce > Web Marketing
Domain: Amazon UK
Release Date: 10 August 2017
Listed Since: 16 November 2016

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Peter Lang Gmbh, Internationaler Verlag Der Wissenschaften Dynamics of International Advertising: Theoretical and Practical Perspectives

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