CHAPTER ONE Growth of International Business and
Advertising ......................................... i
CHAPTER TWO The International Marketing Mix .................... 21
CHAPTER THREE The International Marketing and Advertising
Environment ........................................ 87
CHAPTER FOUR The Cultural Environment .......................... 107
CHAPTER FIVE Coordinating and Controlling International
Advertising ....................................... 161
CHAPTER SIX Creative Strategy and Execution ................... 183
CHAPTER SEVEN Advertising Media in the International Arena ...... 227
CHAPTER EIGHT Research in the International Arena ............... 263
CHAPTER NINE Advertising Regulatory Considerations in the
International Arena ............................... 291
CHAPTER TEN Ethics and Beyond: Corporate Social
Responsibility and Doing Business in the Global
Marketplace ....................................... 323
Index ........................................................... 351
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