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Handbook of international marketing communications/ Sylvester O. Moyne

Contributor(s): Monye, Sylvester OMaterial type: TextTextPublication details: Oxford : Blackwell Publishers, 2000. ISBN: 0631200916
Contents:
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
Summary: 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.
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 		658.848 HAN (Browse shelf(Opens below)) Available 4404799259
Total holds: 0

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.

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