Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising

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9780132885980: Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising

Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising, and includes new material on eastern Europe, international media changes, and international advertising campaigns.

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This text presents an overview of all aspects of international, multinational, and global advertising and describes the major aspects which make advertising worldwide different from local advertising.

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Mooij, Marieke K. De
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Marieke K. De Mooij
Published by Prentice Hall College Div (1994)
ISBN 10: 0132885980 ISBN 13: 9780132885980
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