by Carmen Jambrino Maldonado · PEARSON · tapa blanda · ISBN 9788420563831
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This book, coordinated by Carmen Jambrino Maldonado, Patricia P. Iglesias, and Carlos de las Heras Pedrosa from the University of Malaga, offers a comprehensive overview of communication strategies applied to international markets. It is an essential work for students and professionals interested in understanding how companies manage their image and messages in a globalized and highly competitive environment. The book covers key topics such as advertising, consumer behavior, and marketing tactics adapted to different cultural and geographical contexts, providing the necessary tools to develop effective communication campaigns in international trade.
