Dynamics of international advertising
Subtitle: theoretical and practical perspectives
By: Barbara Mueller
Edition: 2nd ed.
Publisher: Peter Lang
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 368
ISBN-13: 9781433103841
Subjects: Advertising
Notes: Includes bibliographical references and index.
Table of contents: title: Growth of international business and advertising; title: The international marketing mix; title: The international marketing and advertising environment; title: The cultural environment; title: Coordinating and controlling international advertising; title: Creative strategy and execution; title: Advertising media in the international arena; title: Research in the international arena; title: Advertising regulatory considerations in the international arena; title: Ethics and beyond : corporate social responsibility and doing business in the global marketplace.