The handbook of international marketing communications:
Gespeichert in:
| Format: | Buch |
|---|---|
| Sprache: | English |
| Veröffentlicht: |
Oxford [u.a.]
Blackwell Business
2000
|
| Ausgabe: | 1. publ. |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis |
| Beschreibung: | XV, 294 S. graph. Darst. |
| ISBN: | 0631200916 0631209131 |
Internformat
MARC
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| 245 | 1 | 0 | |a The handbook of international marketing communications |c ed. by Sylvester O. Monye |
| 246 | 1 | 3 | |a International marketing communications |
| 250 | |a 1. publ. | ||
| 264 | 1 | |a Oxford [u.a.] |b Blackwell Business |c 2000 | |
| 300 | |a XV, 294 S. |b graph. Darst. | ||
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Datensatz im Suchindex
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|---|---|
| adam_text | Contents
List of Contributors M
Part 1 General Overview: Issues and Concepts
1 International Marketing Communications: An Introduction
and Overview
Sylvester O. Monye
Introduction
The Book *
Summary
2 International Marketing Communications Explained 11
Michael J. Baker
Introduction
Communication Denned
How Marketing Communications Work *1
The Marketing Communication Mix 16
Marketing Communications in an International Environment 20
Globalization and Demand 2
Adaptation or Standardization?
Summary
r3^jCross Cultural Advertising 27
^—y Chris C. Simanjjo
Introduction
Cross Cultural Studies: A Historic Perspective, Development ^
and Origins
Cross Cultural Research and Cross Cultural Advertising: ^
An Overview j
vi Contents
Cross Cultural Advertising 33
Market Structure and Effect on Cross Cultural Advertising 37 N
Similarities and Differences in Cross Cultural Advertising: s— ~
A Comparative Analysis 38
Global Advertising Expenditure 41
Conclusion 42
4 American Culture and Advertising 45
Dag Bennett
Introduction 45
A Short Peculiar History 46
A Defining Moment 47
I Gotta Be Me 49
Push 50
Culture, Culture 51
The Knowledge Era 52
You Are What You Consume 53
Disneyfication 53
Materialism 54
Countervailing Indications 54
A New World Order and Advertising J^7^
McDonaldization 33 ^
The New Competition 59
What Clients Will Demand in the Future 61
Globalization 61
Lead Markets 62
Three New Groups of Americans 64
Media and its Influence ^y
Conclusion 65
[5 j Global Advertising 69
J Sylvester O. Monye
Introduction 69
The Case for Standardized Global Advertising 70
Arguments for Localized Advertising 73
The Open Strategy Approach to Global Advertising 74
] Regulations and Global Advertising 76
i Comparative Advertising
, Tobacco Advertising 80
Alcohol Advertising °^
j Advertising to Children °2
Self Regulation 83
Summary
Contents vii
Part 2 Aspects of International Marketing
Communications
6 The Role of Packaging and Branding in International
Marketing Communications 89
Frances Ekwulugo
QQ
Introduction °
The Concept of Branding 89
Segmentation
Social Issues and Branding 92
Branding and the General Product 93
International Brand Development/Market Developments 94
Global Branding 9*
Brand Extension
Branding and Advertising 9|j
Packaging
7 International Public Relations Management 103
Sam Black
Introduction
Agreeing Definitions
The Influence of the International Public Relations Association 1U4
Organizational Responsibilities j
Some Inconsistencies
Potential Problems of Linguistic Differences J °
Methods of Organizing International Public Relations 106
Some Diverse Examples of Public Relations Working Internationally 107
The Great Diversity of International Public Relations O^L
International Media of Communication ^U^
International Sponsorship v?
Some International Case Histories
The Common Thread
Speaking the Right Language ~|
Non Verbal Communication
Cultural Differences _
Summing Up
8 The Role of Trade Fairs and Exhibitions in International ^ ^ ^
Marketing Communications
Lakhdar Boukersi
T J ¦ 117
Introduction ,,g
Trade Fair Defined , .„
Classification of Trade Fairs 124
Benefits of Trade Fairs
viii Contents
Trade Fair Evaluation 128
The Exhibition Industry in the United Kingdom 131
The Exhibition Industry in Germany 134
Summary 135
9 The Role of Personal Selling in International Marketing
Communications 137
Eugene M. Johnson and James M. Curran
Personal Selling in Promotion 138
What is Personal Selling? 138
Who Sells? 139
The Selling Process 139
International Selling 142
Globalization Versus Customization 142
The Challenges 143
Researching the Markets 147
Entering a Foreign Market 147
The International Sales Organization 149
Managing International Sales 150
Selling to Foreign Markets 151
What to Expect 152
10 The Theory and Practice of Sponsorship in International
Marketing Communications 157
Ntrna Owusu Frimpong
Introduction 157
Origins of Sponsorship 158
Definition of Sponsorship 158
Sponsorship and Charity 159
Promotional Mix 159
The Driving Force Behind Sponsorship Growth 160
Product and Service Promotion Through Sponsorship 161
Sponsors of Olympic Games 162
World Cup USA 1994 Sponsorship 163
Cause Related Sponsorship 164
Education 165
Broad Corporate Objectives for Sponsorship 165
Looking for Sponsorship 166
Commercial Checklist for Sponsors 166
Measuring Sponsorship Effectiveness 167
Measuring the Level of Media Coverage/Exposure Gained 168
Measuring the Communications Effectiveness of
Sponsorship Involvement 16°
Measuring the Sales Effectiveness of Sponsorship 169
Contents ix
Feedback from Participating Groups 169
Summary 169
11 The Nature, Role and Importance of Publicity in International
Marketing Communications 171
Rosemary Burnley
Introduction
Definition and Scope of Publicity l72
The Nature of Publicity 172
Forms of Publicity 173
Constraints on International Publicity I74
Planning and Controlling International Publicity 177
Summary
12 The International Dimension of Direct Marketing as a
Communications Tool Colin Angwin
Introduction
. .. . 18/
Applications
The Transaction Cycle
Language „.
The Marketing Database
Creativity .„,
Mechanisms _ A,
..... T. 206
Mailing Lists .,.
Putting it Together
13 Advertising Established Brands: An International Dimension 217
Andrew Ehrenberg, John Scriven and Neil Barnard
T a ¦ 217
Introduction 2j«
How Advertising is Said to Work
An Alternative View: Advertising as Weak but Effective ^
Summary and Discussion 233
Appendix: The Evidence
14 Content Analysis of Advertising 1970 1997: A Review
and Assessment of Methodologies
Grea Harris and Suleiman Attour
237
Introduction 239
Selection of Cultures 249
Countries Studied 241
Unit of Analysis 241
Sampling Method 242
Number of Magazines per Study
x Contents
Selection of Publications 243
Number of Product Categories 244
Reliability of the Measuring Instrument 244
Methods of Analysis 246
The Use of Multiple Comparisons 246
Recommendation for Future Research 247
15 The Internet and Marketing Communications in the
Twenty first Century 251
Sylvester O. Monye and Petra Mayer
Introduction 251
The World Wide Web 252
The Nature of the Internet 252
The Uptake of the Internet Varies 255
Internet and Marketing Communications 257
Types of Marketing Communication on the Internet 257
On line Publications 259
On line Sales 259
Political and Legal Framework 260
16, The Practices of Multinational Corporations and
Advertising Standardization 265
Greg Harris and Suleiman Attour
Background 265
Introduction 266
Studies that Investigated the Similarity/Difference of
Advertisements Across Countries 268
Proposed Content Analysis Model 271
Index 283
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| indexdate | 2024-07-09T18:42:18Z |
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| isbn | 0631200916 0631209131 |
| language | English |
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| spelling | The handbook of international marketing communications ed. by Sylvester O. Monye International marketing communications 1. publ. Oxford [u.a.] Blackwell Business 2000 XV, 294 S. graph. Darst. txt rdacontent n rdamedia nc rdacarrier marketing internazionale tessin-TR Marktkommunikation (DE-588)4131075-5 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Kommunikation (DE-588)4031883-7 gnd rswk-swf (DE-588)4143413-4 Aufsatzsammlung gnd-content Internationales Marketing (DE-588)4125431-4 s Kommunikation (DE-588)4031883-7 s DE-604 Marktkommunikation (DE-588)4131075-5 s DE-188 Monye, Sylvester O. Sonstige oth HBZ Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=009023980&sequence=000002&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis |
| spellingShingle | The handbook of international marketing communications marketing internazionale tessin-TR Marktkommunikation (DE-588)4131075-5 gnd Internationales Marketing (DE-588)4125431-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| subject_GND | (DE-588)4131075-5 (DE-588)4125431-4 (DE-588)4031883-7 (DE-588)4143413-4 |
| title | The handbook of international marketing communications |
| title_alt | International marketing communications |
| title_auth | The handbook of international marketing communications |
| title_exact_search | The handbook of international marketing communications |
| title_full | The handbook of international marketing communications ed. by Sylvester O. Monye |
| title_fullStr | The handbook of international marketing communications ed. by Sylvester O. Monye |
| title_full_unstemmed | The handbook of international marketing communications ed. by Sylvester O. Monye |
| title_short | The handbook of international marketing communications |
| title_sort | the handbook of international marketing communications |
| topic | marketing internazionale tessin-TR Marktkommunikation (DE-588)4131075-5 gnd Internationales Marketing (DE-588)4125431-4 gnd Kommunikation (DE-588)4031883-7 gnd |
| topic_facet | marketing internazionale Marktkommunikation Internationales Marketing Kommunikation Aufsatzsammlung |
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