The handbook of international marketing communications / edited by Sylvester O. Monye.

Format:

Book

Contributor:

Monye, Sylvester O.

Language:

English

Subjects (All):

Communication in marketing.

Export marketing.

Marketing.

Advertising.

Communication, International.

Physical Description:

xv, 294 pages : illustrations ; 25 cm

Place of Publication:

Oxford, UK ; Malden, MA : Blackwell, 1999.

Summary:

The Handbook of International Marketing Communications provides a broad and detailed overview of international marketing communications in 17 chapters. It covers topics such as global advertising, personality endorsement advertising, international publicity, the role of trade exhibition, personal selling, the internet and advertising, established brands, the theory and practice of sponsorship, and managing a global advertising agency.

The book examines all facets of international marketing communications to provide a comprehensive volume offering scope, depth, and quality. The leading contributors include Professor Michael J. Baker, Professor Andrew Ehrenberg, Professor Sam Black, and Professor Eugene Johnson. This book is essential reading for academics, practitioners, and students of marketing and international business.

Notes:

Includes bibliographical references and index.

ISBN:

0631209131

0631200916

OCLC:

187485454