Mueller Dynamics of International Advertising

Theoretical and Practical Perspectives
3. Auflage 2017
ISBN: 978-1-4539-1914-9
Verlag: Peter Lang
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 354 Seiten

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well.Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.

Autoren/Hrsg.

Mueller, Barbara

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Sozialwissenschaften Medien- und Kommunikationswissenschaften Medienwissenschaften Werbung & Gesellschaft

Über Autor(innen)

Barbara Mueller (Ph.D., University of Washington) is Professor of Advertising at San Diego State University. Her work has appeared in numerous journals, including the Journal of Advertising, International Journal of Advertising, and International Marketing Review. She is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008) and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, second edition, 2010).