Theoretical and Practical Perspectives
Table of Contents
Preface ix CHAPTER ONE Growth of International Business and Advertising 1 CH A P TER T wO The International Marketing Mix 21 CH A P TER THR EE The International Marketing and Advertising Environment 87 CH A P TER FOU R The Cultural Environment 107 CH A P TER FI V E Coordinating and Controlling International Advertising 161 CH A P TER SI X Creative Strategy and Execution 183 CH A P TER SEV EN Advertising Media in the International Arena 227 CH A P TER E IGHT Research in the International Arena 263 CH A P TER N I N E Advertising Regulatory Considerations in the International Arena 291 CH A P TER TEN Ethics and Beyond: Corporate Social Responsibility and Doing Business in the Global Marketplace 323 Index 351
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