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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising - Softcover
Synopsis
This worldwide overview of all aspects of international, multinational and global advertising goes deeply into cultural differences between countries which influence life-style research done worldwide. The book discusses aspects of standardization and differentiation as well as centralization vs decentralization of communication activities. It gives a broad overview of the world media landscape and suggestions for international media planning. The authors describe the problems of research for global marketing, and of harmonizing research data and techniques. The organizational aspects of both advertiser and agency worldwide and how they cooperate are described, and the book is focused on Europe, and Asia (less so on the USA and Latin America).
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- PublisherPhilip Allan
- Publication date1991
- ISBN 10 0134718976
- ISBN 13 9780134718972
- BindingPaperback
- LanguageEnglish
- Number of pages400
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
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Condition: Poor. This is an ex-library book and may have the usual library/used-book markings inside.This book has soft covers. In poor condition, suitable as a reading copy. Please note the Image in this listing is a stock photo and may not match the covers of the actual item,800grams, ISBN:9780134718972. Seller Inventory # 9128967
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
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Englewood Cliffs : Prentice Hall, 1991
ISBN 10: 0134718976
ISBN 13: 9780134718972
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23,5 x 17 cm
First Edition
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23,5 x 17 cm. Condition: Gut. 1. Edition. XVI, 440 Seiten ; Mit Figuren und Tabellen Softcover, Broschur in sehr gutem Zustand, innen wie außen. In Englisch. Bitte beachten Sie unsere Bilder. S98 Sprache: Englisch Gewicht in Gramm: 663. Seller Inventory # 2028952
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Advertising worldwide: Concepts, theories, and practice of international, multinational, and global advertising
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Paperback. Condition: Good. Good. book. Seller Inventory # D8S0-3-M-0134718976-3
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