The Handbook of International Marketing Communications

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.

Spis treści:
Preface.
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 Envi ronment.
16. Advertising Established Brands.
17. International Marketing Communications in the 21st Century.

Nota biograficzna:
Sylvester Monye is Principle Lecturer and Course Director of the MSc in the International Business programme at South Bank University, London, and Visiting Professor of Marketing and International Business at Assumption University of Thailand, Bangkok.

Okładka tylna:
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.