Dynamics of international advertising : theoretical and practical perspectives / Barbara Mueller.
By: Mueller, BarbaraMaterial type: TextPublisher: 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
|Item type||Current location||Call number||Status||Date due||Barcode|
|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.