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Author: Ingomar Kloss
Publisher: Springer Science & Business Media
ISBN: 3540247882
Category : Business & Economics
Languages : en
Pages : 356
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Book Description
This book deals with all aspects of advertising in various countries. It is a follow-up of Advertising Worldwide by the same editor. The book covers: Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom. It also contains a chapter on intercultural management as well as a case study of Barclaycard International. The authors are specialists from the respective countries. From the reviews: " This reader is an absolute must for all advertisers, agencies and students... " Werben und Verkaufen (Issue 40/2001)
Author: Ingomar Kloss
Publisher: Springer Science & Business Media
ISBN: 3540247882
Category : Business & Economics
Languages : en
Pages : 356
Get Book Here
Book Description
This book deals with all aspects of advertising in various countries. It is a follow-up of Advertising Worldwide by the same editor. The book covers: Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom. It also contains a chapter on intercultural management as well as a case study of Barclaycard International. The authors are specialists from the respective countries. From the reviews: " This reader is an absolute must for all advertisers, agencies and students... " Werben und Verkaufen (Issue 40/2001)
Author: Ingomar Kloss
Publisher: Springer Science & Business Media
ISBN: 3642568114
Category : Business & Economics
Languages : en
Pages : 312
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Book Description
This book addresses the following questions: What are the social, cultural or religious particularities of advertising and advertising practices? Are there any taboos? What about legal restrictions? How is the advertising infrastructure? Are there any institutions, federations or boards of advertising? How are media data collected? How can specific target groups be addressed? Are there any specific habits in using media? Specialists from Australia, Belgium, Finland, France, Germany, India, Mexico, Russia, South Africa, Taiwan, and the USA provide comprehensive information on advertising conditions in their countries.
Author: Monle Lee
Publisher: Routledge
ISBN: 0789022990
Category : Business & Economics
Languages : en
Pages : 452
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Book Description
The authors present an integrated marketing approach to contemporary advertising. This new edition has been substantially updated to take account of the changes in the advertising industry that have marked the advent of the 21st century.
Author: Pam Didner
Publisher: McGraw Hill Professional
ISBN: 0071840982
Category : Business & Economics
Languages : en
Pages : 256
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Book Description
Engage Customers Around the World with Cross-Regional Content Marketing Technology has virtually erased national borders, forever transforming the way we reach and engage customers, as well as the way we search for and consume content. Global Content Marketing takes you step-by-step through the process of creating and refining your strategies to meet this new reality. LEARN HOW TO: Create content that engages people--regardless of their country and culture Identify key actions and strategies to apply to your projects Connect "dots" that others don't see and connect them in ways you never thought of before "Content marketing across geographies is a diff erent animal. In this smart, practical, and authoritative book, Pam Didner has tamed this animal for all of us." -- DOUG KESSLER, Creative Director, Velocity "A valuable guide to developing and distributing your global content effectively." -- NANCY BHAGAT, former VP, Global Marketing Strategy, Intel, and current Divisional CMO, TE Connectivity "This book is the blueprint for engineering a modern scalable content marketing operation." -- PAWAN DESHPANDE, CEO, Curata “Finally the book that explores all critical aspects of global content marketing! Whether you are a small business or a Fortune 500 company, it is essential to understand the 4P’s developed by Pam Didner. Read it and take your content strategy to the whole new level." -- EKATERINA WALTER, author of Think Like Zuck and coauthor of The Power of Visual Storytelling
Author: Hong Cheng
Publisher: John Wiley & Sons
ISBN: 1118378458
Category : Language Arts & Disciplines
Languages : en
Pages : 574
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Book Description
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author: Barbara Mueller
Publisher: Peter Lang
ISBN: 9780820463605
Category : Business & Economics
Languages : en
Pages : 356
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Book Description
Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political 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. 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 text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.
Author: Leo Burnett Company
Publisher: Triumph Books (IL)
ISBN:
Category : Advertising
Languages : en
Pages : 528
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Book Description
Author: Dewan & Sudarshan
Publisher: Discovery Publishing House
ISBN: 9788171413652
Category :
Languages : en
Pages : 376
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Book Description
Contents: Organisation and Control in International Marketing Management, International Pricing Strategy, Marketing Strategy Planning, Product Policy and Planning, International Advertising, Marketing Strategy Planning for International Markets, The Firm as a Business System, International Markets, Marketed in a Consumer-Oriented Society: Appraisal and Challenges.
Author: Armand Mattelart
Publisher: Routledge
ISBN: 1134942389
Category : Business & Economics
Languages : en
Pages : 251
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Book Description
First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.
Author: Shawn M. Powers
Publisher: University of Illinois Press
ISBN: 0252097106
Category : Business & Economics
Languages : en
Pages : 289
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Book Description
Contemporary discussion surrounding the role of the internet in society is dominated by words like: internet freedom, surveillance, cybersecurity, Edward Snowden and, most prolifically, cyber war. Behind the rhetoric of cyber war is an on-going state-centered battle for control of information resources. Shawn Powers and Michael Jablonski conceptualize this real cyber war as the utilization of digital networks for geopolitical purposes, including covert attacks against another state's electronic systems, but also, and more importantly, the variety of ways the internet is used to further a state’s economic and military agendas. Moving beyond debates on the democratic value of new and emerging information technologies, The Real Cyber War focuses on political, economic, and geopolitical factors driving internet freedom policies, in particular the U.S. State Department's emerging doctrine in support of a universal freedom to connect. They argue that efforts to create a universal internet built upon Western legal, political, and social preferences is driven by economic and geopolitical motivations rather than the humanitarian and democratic ideals that typically accompany related policy discourse. In fact, the freedom-to-connect movement is intertwined with broader efforts to structure global society in ways that favor American and Western cultures, economies, and governments. Thought-provoking and far-seeing, The Real Cyber War reveals how internet policies and governance have emerged as critical sites of geopolitical contestation, with results certain to shape statecraft, diplomacy, and conflict in the twenty-first century.
