International advertising : communicating across cultures

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Title:

International advertising : communicating across cultures

Author:

Mueller, Barbara, 1958-

ISBN:

9780534192785

Personal Author:

Mueller, Barbara, 1958-

Publication Information:

Physical Description:

xi, 340 pages : illustrations, map ; 24 cm

Abstract:

Introduces the challenges and difficulties faced in developing and implementing communications programmes for foreign markets. The text presents an overview of the cultural, economic, legal, political and social conditions relevant to international advertising.

Subject Term:

Advertising.

Export marketing.

Intercultural communication.

Advertising media planning.

Communication en marketing international.

Communication interculturelle.

Plans médias.

Publicité internationale.

Advertising. (OCoLC)fst00797511

Advertising media planning. (OCoLC)fst00797876

Export marketing. (OCoLC)fst00918703

Intercultural communication. (OCoLC)fst00976084

Advertenties.

Internationale marketing.

Internationales Marketing. (DE-588)4125431-4

Werbung. (DE-588)4065541-6

Internationales Marketing.

Werbung.

Copies:

Available:*

Library	Material Type	Item Barcode	Shelf Number	Copy	Status
Searching... 1:IIEMSA	1:GEN-BOOK	33168015674431	659.1 M946I 1996	1	Searching... Unknown

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Summary

This text introduces the challenges and difficulties faced in developing and implementing communications programs for foreign markets, presenting an overview of the cultural, economic, legal, political, and social conditions relevant to international advertising and provides a balance of theoretical and practical perspectives.