Handbook of Research on International Advertising
Handbook of Research on International Advertising

Author: Shintaro Okazaki

Publisher: Edward Elgar Publishing

Published: 2012-01-01

Total Pages: 577

ISBN-13: 1781001049

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'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others. Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.

Dynamics of International Advertising
Dynamics of International Advertising

Author: Barbara Mueller

Publisher: Peter Lang

Published: 2011

Total Pages: 382

ISBN-13: 9781433103841

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"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --

Global Marketing Management
Global Marketing Management

Author: Masaaki (Mike) Kotabe

Publisher: John Wiley & Sons

Published: 2022-10-04

Total Pages: 802

ISBN-13: 111988876X

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An indispensable resource for students of marketing, management, and international business In the newly revised ninth edition of Global Marketing Management, a decorated team of international marketing professionals delivers an authoritative discussion of the realities of global marketing in today’s economy and an insightful exploration of the future of marketing to an international audience. You’ll obtain an integrated understanding of marketing best practices on a global scale, complete with relevant historical background and descriptions of current marketing environments. The latest edition builds on four major structural changes to the global marketing environment: growing anti-globalization sentiment, the growth of information technology tools, the increasing demand for personalization, and the environmental impact of business activity. In-depth case studies offer lively discussions of real-world global marketing campaigns and are accessible online. Global Marketing Management also provides: Thoroughly updated examples and case studies with contemporary information An ongoing emphasis on the increased volatility and uncertainty of today’s global markets Updated discussions of the balance to be struck between pursuing economies of scale and respecting unique cultural sensitivities New explorations of major global environmental and ethical issues New chapters on emerging markets, internet marketing, and corporate social responsibility

Business to Business Marketing Management
Business to Business Marketing Management

Author: Alan Zimmerman

Publisher: Routledge

Published: 2013-04-12

Total Pages: 528

ISBN-13: 1135079684

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This textbook covers all the aspects of B2B marketing any marketer needs, be they student or professional. It's the only textbook to do so from a global standpoint, giving them the best possible perspective on a market that is often (and more frequently) conducted within a global environment. This new edition has been completely rewritten, and features expanded sections on globalisation and purchasing, plus brand new sections on social media marketing and sustainability.

Public Procurement and the EU Competition Rules
Public Procurement and the EU Competition Rules

Author: Albert Sánchez Graells

Publisher: Bloomsbury Publishing

Published: 2011-01-29

Total Pages: 480

ISBN-13: 1782253599

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Shortlisted for the 2012 Prix Vogel in Economic Law. Public procurement and competition law are both important fields of EU law and policy, intimately intertwined in the creation of the internal market. Hitherto their close connection has been noted, but not closely examined. This new work is the most comprehensive attempt to date to explain the many ways in which these fields, often considered independent of one another, interact and overlap in the creation of the internal market. In this process of convergence between competition and public procurement law , the need for this joint study is clearly apparent. As such the book asks whether competition law principles inform or condition public procurement rules, and whether they are adequate to ensure that competition is not distorted in markets where public procurement is particularly significant. The book moves away from the classical focus of public procurement on the activities of private actors, developing instead an analytical framework for the appraisal of the market behaviour of the public buyer from a competition perspective. The analysis is both legal and economic. Proceeding through a careful assessment of the general rules of competition and public procurement, the book constantly tests the efficacy of the rules in competition and public procurement against a standard of the proper functioning of undistorted competition in the market for public procurement.