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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising - Softcover
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
- Number of pages400
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Advertising Worldwide: Concepts, Theories, and Practice of International, Multinational, and Global Advertising
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Prentice Hall
(1992)
ISBN 10: 0134718976
ISBN 13: 9780134718972
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Advertising Worldwide: Concepts, Theories, and Practice of International, Multinational, and Global Advertising
Published by
Prentice Hall
(1992)
ISBN 10: 0134718976
ISBN 13: 9780134718972
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Softcover
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Book Description Condition: Good. SHIPS FROM USA. Used books have different signs of use and do not include supplemental materials such as CDs, Dvds, Access Codes, charts or any other extra material. All used books might have various degrees of writing, highliting and wear and tear and possibly be an ex-library with the usual stickers and stamps. Dust Jackets are not guaranteed and when still present, they will have various degrees of tear and damage. All images are Stock Photos, not of the actual item. book. Seller Inventory # 6-0134718976-G
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
Published by
Philip Allan
(1991)
ISBN 10: 0134718976
ISBN 13: 9780134718972
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
Published by
Prentice Hall
(1991)
ISBN 10: 0134718976
ISBN 13: 9780134718972
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Softcover
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Book Description 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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Pearson Education, Limited
(1991)
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ISBN 13: 9780134718972
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Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
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Philip Allan 1991-07-01
(1991)
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Advertising worldwide: Concepts, theories, and practice of international, multinational, and global advertising
Published by
Prentice Hall
(1992)
ISBN 10: 0134718976
ISBN 13: 9780134718972
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Paperback
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