Product Description

Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising, and includes new material on eastern Europe, international media changes, and international advertising campaigns.

Product Details

• Amazon Sales Rank: #2707594 in Books
• Published on: 1994-02
• Original language: English
• Number of items: 1
• Binding: Paperback
• 576 pages

From the Publisher
This text presents an overview of all aspects of international, multinational, and global advertising and describes the major aspects which make advertising worldwide different from local advertising.