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Dynamics of International Advertising

Theoretical and Practical Perspectives

Barbara Mueller

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and implementing successful international advertising campaigns.

With a balance of theoretical and practical perspectives, this edition takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Updated with the most recent statistical information as well as current examples and case studies, the text addresses the key issues that advertisers must keep in mind when creating effective communication programs for foreign markets: cultural norms and values, political and legal environments, economic policies, social contexts and more. Both the process and product of international advertising are addressed, from research and strategy development to creative execution and media planning. Ethical concerns are highlighted as well.

Dynamics of International Advertising is a comprehensive text for upper-division undergraduate or graduate level courses dealing with international advertising. It can also serve as a supplemental text for courses in international marketing as well as for introductory advertising, marketing or mass communication courses seeking to expand coverage of the international dimension.


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10: Ethics and Beyond: Corporate Social Responsibility and Doing Business in the Global Marketplace


Back in the 1970s, renowned economist Milton Friedman argued that while it was important for busi-nesses to “stay within the rules of the game” and “operate without deception or fraud,” businesses did the most for society by just maximizing shareholder profits (Reason 2005) . And many corporations bought into this philosophy . But much has changed in the corporate landscape in recent years . Increasingly, firms have recognized that it takes something more than engaging in ethical business practices and generating profits to navigate the mines of today’s global marketplace . That something is the realization that compa- nies are beholden not just to shareholders, but also to their customers and employees, the environment, and even society in general (Grow, Hamm, and Lee 2005) . Marketers must sell the message that they are “doing well by doing good” and simultaneously create high-level awareness of the connection between their brands and the social issues they support (Harris 2005) . Today, more than ever, a company’s reputa- tion in the global marketplace is related to its social, as well as its ethical, performance . Business Ethics in the Global Marketplace Corporations and their advertising agencies are required to make many difficult decisions when oper- ating both in domestic markets and abroad . Granted, numerous laws govern what can and cannot be done . However, not every issue is covered by a written rule, and even where laws exist, there is a good deal of room for interpretation . With regard to business behavior, most marketers would agree that it is important to...

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