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Dynamics of International Advertising: Theoreti, Mueller Paperback..
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Características del artículo
- Estado
- PublishedOn
- 2017-08-10
- Title
- Dynamics of International Advertising: Theoretical and Practical
- ISBN
- 9781433127595
- Subject Area
- Art, Business & Economics
- Publication Name
- Dynamics of International Advertising : Theoretical and Practical Perspectives
- Publisher
- Lang A&G International Academic Publishers, Peter
- Item Length
- 10 in
- Subject
- Business Aspects, Decision-Making & Problem Solving, Advertising & Promotion
- Publication Year
- 2017
- Type
- Textbook
- Format
- Trade Paperback
- Language
- English
- Item Height
- 1 in
- Features
- Revised
- Item Weight
- 22.6 Oz
- Item Width
- 7 in
- Number of Pages
- 354 Pages
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Product Identifiers
Publisher
Lang A&G International Academic Publishers, Peter
ISBN-10
1433127598
ISBN-13
9781433127595
eBay Product ID (ePID)
239741079
Product Key Features
Number of Pages
354 Pages
Publication Name
Dynamics of International Advertising : Theoretical and Practical Perspectives
Language
English
Subject
Business Aspects, Decision-Making & Problem Solving, Advertising & Promotion
Publication Year
2017
Features
Revised
Type
Textbook
Subject Area
Art, Business & Economics
Format
Trade Paperback
Dimensions
Item Height
1 in
Item Weight
22.6 Oz
Item Length
10 in
Item Width
7 in
Additional Product Features
Edition Number
3
Intended Audience
Scholarly & Professional
LCCN
2016-040170
Reviews
_International advertising and marketing scholars will find «Dynamics of International Advertising» extremely useful. Barbara Mueller offers a fantastic aid to scholarship on a complex intermingling of culture, advertising, and consumers. With a wide range of examples illustrating current international advertising practices, this book should stimulate the improvement of our knowledge as to how firms can create an effective communication strategy for foreign markets._, International advertising and marketing scholars will find _Dynamics of International Advertising_ extremely useful. Barbara Mueller offers a fantastic aid to scholarship on a complex intermingling of culture, advertising, and consumers. With a wide range of examples illustrating current international advertising practices, this book should stimulate the improvement of our knowledge as to how firms can create an effective communication strategy for foreign markets., The third edition of Mueller's _Dynamics of International Advertising_ provides excellent, comprehensive coverage of current issues affecting global advertisers. The book provides rich conceptual frameworks and detailed, relevant examples. It is exceptionally strong in providing deep cultural insights for the reader. Moreover, the reader is left with much insight on the state of the art in planning and executing global advertising and marketing campaigns. The book takes a holistic corporate view, making it appropriate for use in both business schools and communications programs., _The third edition of Mueller_s «Dynamics of International Advertising» provides excellent, comprehensive coverage of current issues affecting global advertisers. The book provides rich conceptual frameworks and detailed, relevant examples. It is exceptionally strong in providing deep cultural insights for the reader. Moreover, the reader is left with much insight on the state of the art in planning and executing global advertising and marketing campaigns. The book takes a holistic corporate view, making it appropriate for use in both business schools and communications programs._, International advertising and marketing scholars will find Dynamics of International Advertising extremely useful. Barbara Mueller offers a fantastic aid to scholarship on a complex intermingling of culture, advertising, and consumers. With a wide range of examples illustrating current international advertising practices, this book should stimulate the improvement of our knowledge as to how firms can create an effective communication strategy for foreign markets.
Dewey Edition
23
Illustrated
Yes
Dewey Decimal
659.1
Edition Description
Revised edition
Synopsis
This is a comprehensive text for upper-division undergraduate or graduate level courses dealing with International Advertising., Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers 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 communication courses seeking to expand coverage of the international dimension., Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers 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 communication courses seeking to expand coverage of the international dimension.
LC Classification Number
HF5823.M829 2017
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