Dynamics of International Advertising: Theoretical and Practical Perspectives

In an era of globalization, Mueller (advertising, San Diego State U.) offers a text for upper-level undergraduates (whose young eyes won't mind the volume's tiny type) and graduate students in courses that deal with international advertising or marketing. The text uses examples and case studies to introduce readers the issues involved in developing and putting into place communications programs for foreign markets; advertising is the major focus, but marketing communications topics are part of the mix. Annotation ©2004 Book News, Inc., Portland, OR