Dynamics of international advertising: theoretical and practical perspectives
Auteur :
Mueller, Barbara / Mueller-Bryson, Sophia
Éditeur :
Peter Lang Publishing Inc
ISBN :
9781636670614
Date de publication :
30 mars 2026
Dimensions :
22,9 x 15,2 cm
Poids :
818 g
Langue :
Anglais
Pays d'origine :
USA
Takes the reader inside the dynamics of advertising as it functions within the international marketing mix. This text addresses key issues related to foreign markets: cultural values, political & legal environments, economic policies & evolving media.