International Advertising And Marketing
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Dynamics Of International Advertising
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Author : Barbara Mueller
language : en
Publisher: Peter Lang
Release Date : 2011
Dynamics Of International Advertising written by Barbara Mueller and has been published by Peter Lang this book supported file pdf, txt, epub, kindle and other format this book has been release on 2011 with Advertising categories.
"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
International Advertising
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Author : John Philip Jones
language : en
Publisher: SAGE
Release Date : 2000
International Advertising written by John Philip Jones and has been published by SAGE this book supported file pdf, txt, epub, kindle and other format this book has been release on 2000 with Business & Economics categories.
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
International Advertising And Marketing
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Author : Samuel Watson Dunn
language : en
Publisher: Grid Incorporated
Release Date : 1979
International Advertising And Marketing written by Samuel Watson Dunn and has been published by Grid Incorporated this book supported file pdf, txt, epub, kindle and other format this book has been release on 1979 with Business & Economics categories.
The Global Local Paradox In International Advertising Can Marketing Really Be International
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Author : Christina Liessem
language : en
Publisher: GRIN Verlag
Release Date : 2014-12-02
The Global Local Paradox In International Advertising Can Marketing Really Be International written by Christina Liessem and has been published by GRIN Verlag this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-12-02 with Business & Economics categories.
Essay from the year 2011 in the subject Business economics - Offline Marketing and Online Marketing, grade: 74%, Queen Mary University of London (Business School), course: International Marketing Communications, language: English, abstract: The debate around standardization versus adaptation in international marketing consists since nearly half a decade now. Usunier and Lee (2009) believe that international marketing cannot be global and refer to it as intercultural marketing. De Mooij (2010:3) states that people think and act based on their inherent framework, given them by their culture and national belonging. Even if they try to think different, they will still see it out of their own cultural perspective. In de Mooij’s opinion this leads to the paradox that people are not able to think global, but furthermore see and judge their world always according to their own framework, even if they might believe they think global. In the marketing context this would mean that international marketing cannot be global. Marketers will always use their own cultural system to create advertising for other cultures, which apparently cannot be successful there. Nevertheless the debate is still in the centre of attention in international marketing. Neither academicians nor practitioners were able to give a coherent answer to the question, if global advertising can be successful or if advertising has to be adapted to local circumstances. Agrawal (1995) points out the waves of changes between adaptation and standardization advertising strategies used by practitioners between the 1950’s and the 1980’s. Simultaneously, “academicians in contrast have generally been consistent in advocating the adaptation approach and/or the contingency approach” (Agrawal, 1995:44). These results indicate that the global advertising cannot easily be doomed as an unsuccessful strategy. This essay provides a critical review over the debate standardization versus adaptation in international marketing. Additionally case examples from German companies will be introduced to support the argumentation.
Handbook Of Research On International Advertising
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Author : Shintaro Okazaki
language : en
Publisher: Edward Elgar Publishing
Release Date : 2012-01-01
Handbook Of Research On International Advertising written by Shintaro Okazaki and has been published by Edward Elgar Publishing this book supported file pdf, txt, epub, kindle and other format this book has been release on 2012-01-01 with Business & Economics categories.
'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.
Management Of International Advertising
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Author : Dean M. Peebles
language : en
Publisher: Allyn & Bacon
Release Date : 1984
Management Of International Advertising written by Dean M. Peebles and has been published by Allyn & Bacon this book supported file pdf, txt, epub, kindle and other format this book has been release on 1984 with Business & Economics categories.
The Handbook Of International Advertising Research
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Author : Hong Cheng
language : en
Publisher: John Wiley & Sons
Release Date : 2014-01-21
The Handbook Of International Advertising Research written by Hong Cheng and has been published by John Wiley & Sons this book supported file pdf, txt, epub, kindle and other format this book has been release on 2014-01-21 with Language Arts & Disciplines categories.
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
International Advertising And Communication
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Author : Sandra Diehl
language : en
Publisher: Springer Science & Business Media
Release Date : 2006-09-19
International Advertising And Communication written by Sandra Diehl and has been published by Springer Science & Business Media this book supported file pdf, txt, epub, kindle and other format this book has been release on 2006-09-19 with Business & Economics categories.
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Advertising Worldwide
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Author : Marieke K. de Mooij
language : en
Publisher:
Release Date : 1994
Advertising Worldwide written by Marieke K. de Mooij and has been published by this book supported file pdf, txt, epub, kindle and other format this book has been release on 1994 with Advertising categories.
Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising.
Handbook Of Research On Global Perspectives On International Advertising
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Author : Krom, Ipek
language : en
Publisher: IGI Global
Release Date : 2022-06-24
Handbook Of Research On Global Perspectives On International Advertising written by Krom, Ipek and has been published by IGI Global this book supported file pdf, txt, epub, kindle and other format this book has been release on 2022-06-24 with Business & Economics categories.
International advertising is an important discipline in social sciences studies and though many books and articles have been published surrounding international advertising, only a few of them contain information about the advertising industry related to specific international countries and regions. Additional consideration on how advertising is utilized across the world is vital to understand the current best practices, challenges, and opportunities in the marketing field. The Handbook of Research on Global Perspectives on International Advertising considers various perspectives on international advertising through global and local lenses and discusses strategies and tactics of advertising across the globe. Covering topics such as branding, political advertising, cultural features, and tourism advertising, this reference work is ideal for industry professionals, academicians, practitioners, researchers, scholars, instructors, and students.