Dynamics of international advertising : theoretical and practical perspectives /
by Mueller, Barbara.
Material type:
BookPublisher: New York : Peter Lang, c2011Edition: 2nd ed.Description: x, 368 p. : ill. ; 26 cm.ISBN: 9781433103841 (pbk. : alk. paper); 1433103842 (pbk. : alk. paper).Subject(s): Advertising
Contents:
Growth of international business and advertising -- The international marketing mix -- The international marketing and advertising environment -- The cultural environment -- Coordinating and controlling international advertising -- Creative strategy and execution -- Advertising media in the international arena -- Research in the international arena -- Advertising regulatory considerations in the international arena -- Ethics and beyond : corporate social responsibility and doing business in the global marketplace.
| Item type | Location | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|
 Book |
Lee Yan Fong Library
Library Collection
Lee Yan Fong Library |
HF5823 M829 2011 (Browse shelf) | Available | 00016546 |
Total holds: 0
Includes bibliographical references and index.
Growth of international business and advertising -- The international marketing mix -- The international marketing and advertising environment -- The cultural environment -- Coordinating and controlling international advertising -- Creative strategy and execution -- Advertising media in the international arena -- Research in the international arena -- Advertising regulatory considerations in the international arena -- Ethics and beyond : corporate social responsibility and doing business in the global marketplace.
Hong Kong Nang Yan College of Higher Education
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG
Lee Yan Fong Library
325-329 Lai Chi Kok Road, Shamshuipo, Kowloon, HONG KONG