The Management of International Advertising
A Handbook and Guide for Professionals
- Editore:
Praeger
- EAN:
9780899301426
- ISBN:
0899301428
- Pagine:
- 304
- Formato:
- Hardback
- Lingua:
- Inglese
Descrizione The Management of International Advertising
The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets. Kaynak presents both a comprehensive guide to the social, cultural, technological, political, and economic influences that affect the international advertising business and a practical handbook on specific advertising processes and practices. The author shows that in most cases, advertising systems, practices, and procedures vary from one country to another and that these differences are related to differences in the respective countries' demographic, socio-economic, cultural, and technological development. Kaynak fully examines these different approaches, offering the reader a detailed and practical look at how advertising is done in other countries and why it is done that way.
