Presenting an overview of the environment of international marketing, this text explains the circumstances which make it different from advertising in the home-country. This edition has been updated with current information on the organizational and managerial aspects of advertising, and includes new material on eastern Europe, international media changes, and international advertising campaigns.
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This text presents an overview of all aspects of international, multinational, and global advertising and describes the major aspects which make advertising worldwide different from local advertising.
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