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Advertising worldwide : concepts, theories and practice of international, multinational and global advertising / Marieke de Mooij.

By: Mooij, Marieke deMaterial type: TextTextPublication details: New York ; London : Prentice Hall, 1994. Edition: 2nd edISBN: 0132885980Subject(s): AdvertisingDDC classification: 659.1
Partial contents:
Foreword / Thomas R. Duncan and Sandra E. Moriarty -- Pt. 1. The environment of worldwide advertising. 1. The global advertising environment. 2. Developments in world regions. 3. Global management and marketing strategy. 4. Communication and culture. 5. Consumer behaviour -- Pt. 2. The worldwide advertising mix. 6. Marketing communication worldwide. 7. Creative development and execution. 8. The media landscape worldwide and media planning for worldwide advertising. 9. Other means of communication used worldwide -- Pt. 3. Managing worldwide advertising. 10. Research for worldwide advertising. 11. Organization of advertising worldwide: advertiser and agency. 12. The worldwide advertising plan. 13. Constraints, rules and regulations. Appendix: The IAA Diploma in International Advertising.
Holdings
Item type Home library Call number Status Date due Barcode Item holds
Two Week Loan Two Week Loan de Havilland Learning Resources Centre
Main Shelves 		659.1 MOO (Browse shelf(Opens below)) Available 4403431242
Total holds: 0

Enhanced descriptions from Syndetics:

Foreword / Thomas R. Duncan and Sandra E. Moriarty -- Pt. 1. The environment of worldwide advertising. 1. The global advertising environment. 2. Developments in world regions. 3. Global management and marketing strategy. 4. Communication and culture. 5. Consumer behaviour -- Pt. 2. The worldwide advertising mix. 6. Marketing communication worldwide. 7. Creative development and execution. 8. The media landscape worldwide and media planning for worldwide advertising. 9. Other means of communication used worldwide -- Pt. 3. Managing worldwide advertising. 10. Research for worldwide advertising. 11. Organization of advertising worldwide: advertiser and agency. 12. The worldwide advertising plan. 13. Constraints, rules and regulations. Appendix: The IAA Diploma in International Advertising.

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