The Management of International Advertising: A Handbook and Guide for Professionals

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The recent trend toward a multifaceted business environment that is global rather than strictly national in nature makes it increasingly important for advertising and communication professionals to understand the principles and practices of marketing and advertising planning in international markets. Kaynak presents both a comprehensive guide to the social, cultural, technological, political, and economic influences that affect the international advertising business and a practical handbook on specific advertising processes ...

The Management of International Advertising: A Handbook and Guide for Professionals 1989, Praeger, New York, NY

ISBN-13: 9780899301426

Hardcover

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