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Dynamics of international advertising : theoretical and practical perspectives / Barbara Mueller

Author
Mueller, Barbara, 1958-
Published
New York : Peter Lang, [2011]
Copyright Date
©2011
Edition
2nd ed.
Physical Description
x, 368 pages : illustrations ; 26 cm

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Contents
Growth of international business and advertising -- The international marketing mix -- The international marketing and advertising environment -- The cultural environment -- Coordinating and controlling international advertising -- Creative strategy and execution -- Advertising media in the international arena -- Research in the international arena -- Advertising regulatory considerations in the international arena -- Ethics and beyond : corporate social responsibility and doing business in the global marketplace.
Summary
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. Updated with the most recent statistical information as well as current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind in creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts, and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The book should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency; researchers of international advertising and marketing will also find the text a valuable resource. --
"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
"Dynamics of International Advertising is a truly outstanding book. The author does an outstanding job of providing very current examples of international advertising practices. There is also a wealth of recent data in the book and the author does an excellent job of providing context for [the] many interesting tables and exhibits in the book, something that is often lacking in discussions of international business. The author also provides a wonderful overview of current trends, providing deep insight into what academic research and practitioner actions in these issues tell us about international advertising."---Charles R. Taylor, John A. Murphy Professor of Marketing, Villanova School of Business --Book Jacket.
Subject(s)
ISBN
9781433103841 (pbk. : alk. paper)
1433103842 (pbk. : alk. paper)
Bibliography Note
Includes bibliographical references and index.
Source of Acquisition
UP-PAT copy: Purchased with funds from the The William A. Schreyer Libraries Endowment in Global Management Policies and Planning; 2011.
Endowment Note
The William A. Schreyer Libraries Endowment in Global Management Policies and Planning
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