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.
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