Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally. With a balance of theoretical and practical perspectives, this text takes the reader inside the dynamics of advertising as it functions within the international marketing mix. Filled with current examples and case studies, Dynamics of International Advertising addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets: cultural norms and values, political 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. This is an ideal textbook for upper-division undergraduate and graduate students in specialized courses dealing with international advertising or marketing. It is also an effective supplemental text for introductory advertising, marketing, or mass communications courses seeking to expand coverage of the international dimension. The text should prove useful to practitioners of international advertising, whether on the client side or within the advertising agency. And, finally, researchers of international advertising and marketing will also find the text a valuable resource.

"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --

With a focus on the three-month period following the terrorist attacks of September 11, 2001, marketing consultant Fraim explains how American symbols are created, communicated, managed, and understood. He discusses the emergence of symbols from their traditional residence in religion, art, dreams, and particular cultures to a new ubiquitous global status and argues that future wars will be increasingly fought over and won through the use of symbols. Distributed by Continuum. Annotation (c)2003 Book News, Inc., Portland, OR (booknews.com).

The Dynamics of International Business offers a comparative, chronological overview of the strategic and structural evolution of international firms. Organized around eras of global economic development, the text synthesizes research on the internationalization of firms, highlighting crucial turning points in the evolution of the international economy. A particular emphasis is placed on the relationship between historical evidence and the theoretical frameworks available for its interpretation. Each period is illustrated by a selection of short case studies from a variety of industry sectors, including the Levant Company, Nestlé, Singer, Saint Gobain and NEC. An essential textbook for courses in business and economic history, this book will also be a valuable resource for scholars and students of international business more generally.

"This book explores important social issues that call for reform such as health care, self-perceptions, and corporate responsibilities to the environment, giving readers a guide to understanding and appreciation behind social marketing and how it can be used to positively alter social conscience and create social change"--Provided by publisher.

Now in its second edition, Advertising and Societies: Global Issues provides an international perspective on the practice of advertising while examining some of the ethical and social ramifications of advertising in global societies. The book illustrates how issues such as the representation of women and minorities in ads, advertising and children, and advertising in the digital era have relevance to a wider global community. This new edition has been updated to reflect the dramatic changes impacting the field of advertising that have taken place since publication of the first edition. The growing importance of emerging markets is discussed, and new photos are included. The book provides students and scholars with a comprehensive review of the literature on advertising and society and uses practical examples from international media to document how global advertising and global consumer culture operate, making it an indispensable research tool and invaluable for classroom use.

This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers