Dynamics of international advertising: theoretical and practical perspectives
Auteur :
Mueller, Barbara
Éditeur :
Peter Lang Publishing Inc
ISBN :
9781433103841
Date de publication :
21 déc. 2010
Dimensions :
23,0 x 16,0 cm
Poids :
730 g
Langue :
Anglais
Pays d'origine :
USA
Dynamics of International Advertising brings to light the unique challenges marketers face in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this second edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix.