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Dynamics of international advertising : theoretical and practical perspectives / Barbara Mueller.

By: Mueller, Barbara, 1958-
Material type: TextTextPublisher: New York : Peter Lang, 2011Edition: 2nd edDescription: x, 368 p. : ill. ; 26 cmISBN: 9781433103841 (pbk. : alk. paper)Subject(s): AdvertisingDDC classification: 659.1 LOC classification: HF5823 | .M829 2011
Contents:
Growth of international business and advertising -- The international marketing mix -- The international marketing and advertising environment -- The cultural environment -- Coordinating and controlling international advertising -- Creative strategy and execution -- Advertising media in the international arena -- Research in the international arena -- Advertising regulatory considerations in the international arena -- Ethics and beyond : corporate social responsibility and doing business in the global marketplace.
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Item type Current location Call number Status Date due Barcode
Books Books Centeral Library
First Floor - Mass communication 		659.1 M.B.D 2011 (Browse shelf) Available 21971

Includes bibliographical references and index.

Growth of international business and advertising -- The international marketing mix -- The international marketing and advertising environment -- The cultural environment -- Coordinating and controlling international advertising -- Creative strategy and execution -- Advertising media in the international arena -- Research in the international arena -- Advertising regulatory considerations in the international arena -- Ethics and beyond : corporate social responsibility and doing business in the global marketplace.

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