000 | 01409cam a22002654a 4500 | ||
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999 |
_c3021 _d3021 |
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001 | 16542747 | ||
005 | 20170601104430.0 | ||
008 | 101118s2011 nyua b 001 0 eng | ||
010 | _a 2010046421 | ||
020 | _a9781433103841 (pbk. : alk. paper) | ||
040 |
_aDLC _cDLC _dDLC |
||
050 | 0 | 0 |
_aHF5823 _b.M829 2011 |
082 | 0 | 0 |
_a659.1 _222 |
100 | 1 |
_aMueller, Barbara, _d1958- |
|
245 | 1 | 0 |
_aDynamics of international advertising : _btheoretical and practical perspectives / _cBarbara Mueller. |
250 | _a2nd ed. | ||
260 |
_aNew York : _bPeter Lang, _c2011. |
||
300 |
_ax, 368 p. : _bill. ; _c26 cm. |
||
504 | _aIncludes bibliographical references and index. | ||
505 | 0 | _aGrowth 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. | |
650 | 0 | _aAdvertising. | |
906 |
_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg |
||
942 |
_2ddc _cBK |