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The global-local paradox in international advertising. Can marketing really be international?

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Global Marketing & Advertising

in one country/region can be extended to other countries/regions Global Marketing and Advertising is intended for use in courses in International;

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Handbook of Research on International Advertising

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas;

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Handbook of Research on International Advertising

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas;

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Global Advertising Practice in a Borderless World

environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends;

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Global Advertising Practice in a Borderless World

environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends;

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Express Series: English For Marketing And Advertising Studen

and Advertising can be used as a stand-alone course, for self-study using the interactive MultiROM, or alongside a coursebook such as;

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Dynamics of International Advertising

Now in its third edition, Dynamics of International Advertising highlights the unique challenges marketers face in developing and;

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The New Global Marketing

The New Global Marketing: Local Adaptation for Sustainability and Profit discusses the ways that marketing managers can assess the;

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Advertising Promotion and Other Aspects of Integrated Marketing Communications, International Edition

OF INTEGRATED MARKETING COMMUNICATIONS, 9E International Edition the most current I.M.C. book on the market, chapters address must-know changes to;

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Advertising in MENA Goes Digital

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book;

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Advertising in MENA Goes Digital

An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book;

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Dynamics of International Advertising

Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally;

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Dynamics of International Advertising

Dynamics of International Advertising brings to light the unique challenges in developing and implementing successful campaigns globally;

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The Reinvention of Marketing

, served as Global CEO of the International Advertising Association, and is a champion for international marketing so it is credited as a;

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Global Marketing And Advertising

Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global;

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Global and Multinational Advertising

advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who;

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Ethics in Marketing

unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing ethics;

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Ethics in Marketing

. This unique case-book provides students with a global perspective on ethics in marketing and can be used in a free standing course on marketing;

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Advertising and the Mind of the Consumer

what advertisers are really trying to achieve with their ads and the tactics which can be used to make ads more memorable. This edition has;

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Global and Multinational Advertising

advertising, and investigations of advertising efforts in several different international markets. The scholars and advertising professionals who;

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Global Marketing Management

and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political;

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Global Marketing Management

and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political;

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Global Marketing Management

and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political;

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Global Marketing Management

and services marketing. Specific chapter topics examine the global economic environment; the social and cultural environment; the political;

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The Push Paradox

topic. But so far, not much was written with a clear focus on B2B strategies. Our on-the-job experience lies at the base of the Push Paradox: a;

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Global Advertising in a Cultural Context

global advertising. Describing the various local restrictions and obstacles international advertisers have to deal with, the challenge of global;

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