Dynamics of international advertising : theoretical and practical perspectives /
Barbara Mueller.
- 2nd ed.
- New York : Peter Lang, 2011.
- x, 368 p. : ill. ; 26 cm.
Includes bibliographical references and index.
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.