Dynamics of International Advertising: Theoretical and Practical Perspectives

ISBN-13: 9781433127595 / Angielski / Miękka / 2017 / 354 str.

Barbara Mueller

Opis

This is a comprehensive text for upper-division undergraduate or graduate level courses dealing with International Advertising.

Recenzje

"The third edition of Mueller's «Dynamics of International Advertising» provides excellent, comprehensive coverage of current issues affecting global advertisers. The book provides rich conceptual frameworks and detailed, relevant examples. It is exceptionally strong in providing deep cultural insights for the reader. Moreover, the reader is left with much insight on the state of the art in planning and executing global advertising and marketing campaigns. The book takes a holistic corporate view, making it appropriate for use in both business schools and communications programs."

O autorze

Barbara Mueller (Ph.D., University of Washington) is Professor of Advertising at San Diego State University. Her work has appeared in numerous journals, including the Journal of Advertising, International Journal of Advertising, and International Marketing Review. She is the author of Communicating with the Multicultural Consumer: Theoretical and Practical Perspectives (Peter Lang, 2008) and co-author (with Katherine Toland Frith) of Advertising and Societies: Global Issues (Peter Lang, second edition, 2010).