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

Marieke K. de Mooij und Warren J. Keegan:

ISBN 10: 0134718976 / ISBN 13: 9780134718972

Published by Englewood Cliffs : Prentice Hall, 1991

About this Item

XVI, 440 Seiten ; Mit Figuren und Tabellen Softcover, Broschur in sehr gutem Zustand, innen wie außen. In Englisch. Bitte beachten Sie unsere Bilder. MIG-10-03A|S98 Sprache: Englisch Gewicht in Gramm: 663.

Seller Inventory # 2028952

Bibliographic Details

• Title: Advertising Worldwide: Concepts, Theories and Practice of International, Multinational and Global Advertising
• Publisher: Englewood Cliffs : Prentice Hall
• Publication Date: 1991
• Language: English
• ISBN 10: 0134718976
• ISBN 13: 9780134718972
• Binding: 23,5 x 17 cm
• Edition: 1. Edition.
• Condition: Gut
• Weight: 663 grams
• Seller catalogs:
  • Modernes Antiquariat

About this title

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).