by Marieke K. de Mooij, Warren J. Keegan · Philip Allan · tapa blanda · ISBN 9780134718972
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«Advertising Worldwide» is an international advertising textbook by Marieke K. de Mooij and Warren J. Keegan (Philip Allan, paperback, 440 pp., in English).
Explains international, multinational and global advertising and how it differs from local advertising. Analyses cultural influence on the consumer and communication, the debate between standardisation and differentiation and between centralisation and decentralisation, international media planning and cooperation between advertisers and agencies.
The work was published in July 1991; the edition consists of 440 pages and includes bibliography and index.
Aimed at students of marketing and international advertising, both undergraduate and postgraduate, and at advertising professionals.
