Dynamics of international advertising: theoretical and practical perspectives
Gespeichert in:
| 1. Verfasser: | |
|---|---|
| Format: | Buch |
| Sprache: | English |
| Veröffentlicht: |
New York
Peter Lang
[2017]
|
| Ausgabe: | Third edition |
| Schlagworte: | |
| Online-Zugang: | Inhaltsverzeichnis Klappentext |
| Beschreibung: | Includes bibliographical references and index |
| Beschreibung: | xi, 353 Seiten Illustrationen, Diagramme |
| ISBN: | 9781433127595 |
Internformat
MARC
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| 245 | 1 | 0 | |a Dynamics of international advertising |b theoretical and practical perspectives |c Barbara Mueller |
| 250 | |a Third edition | ||
| 264 | 1 | |a New York |b Peter Lang |c [2017] | |
| 300 | |a xi, 353 Seiten |b Illustrationen, Diagramme | ||
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| 776 | 0 | 8 | |i Erscheint auch als |n Online-Ausgabe, mobi |z 978-1-4331-3785-3 |
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| 999 | |a oai:aleph.bib-bvb.de:BVB01-029910985 | ||
Datensatz im Suchindex
| _version_ | 1804177848285528064 |
|---|---|
| adam_text | Contents
Preface...................................................................................................ix
1 Growth of International Business and Advertising.......................................................1
2 The International Marketing Mix ......................................................................19
3 The International Marketing and Advertising Environment...............................................82
4 The Cultural Environment.............................................................................102
5 Coordinating and Controlling International Advertising...............................................154
6 Creative Strategy and Execution......................................................................174
7 Advertising Media in the International Arena.........................................................214
8 Research in the International Arena..................................................................250
9 Advertising Regulatory Considerations in the International Arena.....................................279
10 Ethics and Beyond: Corporate Social Responsibility and Doing Business
in the Global Marketplace............................................................................311
Index....................................................................................................339
Now in its third edition, Dynamics of International Advertising highlights the unique challenges market-
ers 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 communi-
cation courses seeking to expand coverage of the international dimension.
|
| any_adam_object | 1 |
| author | Mueller, Barbara 1958- |
| author_GND | (DE-588)129323233 |
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| bvnumber | BV044511208 |
| callnumber-first | H - Social Science |
| callnumber-label | HF5823 |
| callnumber-raw | HF5823 |
| callnumber-search | HF5823 |
| callnumber-sort | HF 45823 |
| callnumber-subject | HF - Commerce |
| classification_rvk | AP 17200 QP 680 |
| ctrlnum | (OCoLC)1003049916 (DE-599)BVBBV044511208 |
| dewey-full | 659.1 |
| dewey-hundreds | 600 - Technology (Applied sciences) |
| dewey-ones | 659 - Advertising and public relations |
| dewey-raw | 659.1 |
| dewey-search | 659.1 |
| dewey-sort | 3659.1 |
| dewey-tens | 650 - Management and auxiliary services |
| discipline | Allgemeines Wirtschaftswissenschaften |
| edition | Third edition |
| format | Book |
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| isbn | 9781433127595 |
| language | English |
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| spelling | Mueller, Barbara 1958- (DE-588)129323233 aut Dynamics of international advertising theoretical and practical perspectives Barbara Mueller Third edition New York Peter Lang [2017] xi, 353 Seiten Illustrationen, Diagramme txt rdacontent n rdamedia nc rdacarrier Includes bibliographical references and index Advertising Werbung (DE-588)4065541-6 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 gnd rswk-swf Internationales Marketing (DE-588)4125431-4 s Werbung (DE-588)4065541-6 s DE-604 Erscheint auch als Online-Ausgabe, pdf 978-1-4539-1914-9 Erscheint auch als Online-Ausgabe, epub 978-1-4331-3784-6 Erscheint auch als Online-Ausgabe, mobi 978-1-4331-3785-3 Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029910985&sequence=000003&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis Digitalisierung UB Regensburg - ADAM Catalogue Enrichment application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=029910985&sequence=000004&line_number=0002&func_code=DB_RECORDS&service_type=MEDIA Klappentext |
| spellingShingle | Mueller, Barbara 1958- Dynamics of international advertising theoretical and practical perspectives Advertising Werbung (DE-588)4065541-6 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| subject_GND | (DE-588)4065541-6 (DE-588)4125431-4 |
| title | Dynamics of international advertising theoretical and practical perspectives |
| title_auth | Dynamics of international advertising theoretical and practical perspectives |
| title_exact_search | Dynamics of international advertising theoretical and practical perspectives |
| title_full | Dynamics of international advertising theoretical and practical perspectives Barbara Mueller |
| title_fullStr | Dynamics of international advertising theoretical and practical perspectives Barbara Mueller |
| title_full_unstemmed | Dynamics of international advertising theoretical and practical perspectives Barbara Mueller |
| title_short | Dynamics of international advertising |
| title_sort | dynamics of international advertising theoretical and practical perspectives |
| title_sub | theoretical and practical perspectives |
| topic | Advertising Werbung (DE-588)4065541-6 gnd Internationales Marketing (DE-588)4125431-4 gnd |
| topic_facet | Advertising Werbung Internationales Marketing |
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