Handbook of international marketing communications/ Sylvester O. MoyneMaterial type: TextPublication details: Oxford : Blackwell Publishers, 2000. ISBN: 0631200916
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Enhanced descriptions from Syndetics:
1. International Marketing Communications: An Introduction and Overview. 2. International Marketing Communications Explained. 3. Cross-Cultural Advertising. 4. American Culture and Advertising. 5. Global Advertising. 6. The Role of Packaging and Branding in International Marketing Communications. 7.International Public Relations Management. 8. The Role of Trade Fairs and Exhibitions in international Marketing Communications. 9. The Role of Personal Selling In International Marketing Communication. 10. The Theory and Practice of Sponsorship in International Marketing Communications. 11. The Nature, Role and Importance of Publicity in International Marketing Communications. 12. The International Dimension of Direct Marketing as a Communications Tool. 13.Advertising Established Brands: An International Dimension. 14. Content Analysis of Advertising 1970-1997: A Review and Assessment of Methodologies. 15. The Internet and Marketing Communications in the Twenty-First Century. 16. The Practices of Multinational Corporations and Advertising Standardization. 17. Index
This text contains 16 chapters representing a detailed overview of international marketing communications, covering topics such as: global advertising; personality endorsement advertising; and international publicity as an element of the communication mix.
undergraduate postgraduate research/professional.