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Handbook of International Marketing Communications by Sylvester O. Monye (1991, Trade Paperback)
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Handbook of International Marketing Communications, Paperback by Monye, Sylvester O. (EDT), ISBN 0631200916, ISBN-13 9780631200918, Brand New, Free shipping in the US This text meets the needs of modern marketers by equipping them with specialised marketing communications skills at an international level.
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About this product
Product Identifiers
PublisherWiley & Sons, Incorporated, John
ISBN-100631200916
ISBN-139780631200918
eBay Product ID (ePID)907217
Product Key Features
Number of Pages312 Pages
Publication NameHandbook of International Marketing Communications
LanguageEnglish
SubjectMarketing / General, Communication Studies, Exports & Imports, Sales & Selling / General, Advertising & Promotion
Publication Year1991
TypeTextbook
AuthorSylvester O. Monye
Subject AreaLanguage Arts & Disciplines, Business & Economics
FormatTrade Paperback
Dimensions
Item Height0.8 in
Item Weight19.6 Oz
Item Length9.8 in
Item Width6.8 in
Additional Product Features
Intended AudienceScholarly & Professional
LCCN99-032754
Dewey Edition21
TitleLeadingThe
IllustratedYes
Dewey Decimal658.8/48
Table Of ContentPreface. 1. Introduction and Overview. 2. Cross-cultural Advertising. 3. The Role of Advertising in a Developing Economy. 4. Global Advertising. 5. Personality Endorsement Advertising: An International Dimension. 6. Outdoor Advertising: An International Comparative Perspective. 7. Managing a Global Advertising Agency: A Case Study of Saatchi and Saatchi. 8. The Role of Packaging and Branding in International Marketing Communications. 9. International Public Relations Management. 10. The Role of Trade Exhibitions in International Marketing Communications. 11. The Role of Personal Selling. 12. The Theory and Practice of Sponsorship. 13. The Nature, Role and Importance of Publicity. 14. The International Dimension of Direct Marketing as Communications Tool. 15. Regulatory Environment. 16. Advertising Established Brands. 17. International Marketing Communications in the 21st Century.
SynopsisThis text meets the needs of modern marketers by equipping them with specialised marketing communications skills at an international level., ∗ Fills a recognised gap in international marketing literature. ∗ Written by an international team of prestigious academics and practitioners including Professor Michael J. Baker, Professor Andrew Ehrenberg, Professor Sam Black, and Professor Eugene Johnson. ∗ Unique in its truly global and integrative approach., This text meets the needs of modern marketers by equipping them with specialized marketing communications skills at an international level. With contributions from an international team of academics and practitioners, it provides comprehensive coverage of international marketing communications, drawing together all aspects of the field into one broad volume. Fully up-to-date it looks at communications in the twenty-first century. The contributors offer scope, depth and quality covering topics such as global advertising, personality endorsement advertising, international publicity as an element of the communications mix, the role of trade exhibitions in international marketing communication, international personal selling, the internet and advertizing in the next century, and much more. The first book of its kind The Handbook of International Marketing Communications is unique in its truly global and integrative approach. It explores the on-going debate of standardisation versus adaptation and the relevance of these issues for the various elements of the communications mix.
LC Classification NumberHF5415.123.H36 1999
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