Mueller, Barbara, 1958-

Dynamics of international advertising : theoretical and practical perspectives / Barbara Mueller. - 2nd ed. - New York : Peter Lang, 2011. - x, 368 p. : ill. ; 26 cm.

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.

9781433103841 (pbk. : alk. paper)

2010046421


Advertising.

HF5823 / .M829 2011

659.1