The Handbook of International Marketing Communications [Illustrated] [Paperback]

Sylvester O. Monye (Editor)

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Book Description

Publication Date: Jan 15 1991

This text meets the needs of modern marketers by equipping them with specialised marketing communications skills at an international level.

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Product Details

Paperback: 312 pages
Publisher: Wiley-Blackwell (Jan 15 1991)
Language: English
ISBN-10: 0631200916
ISBN-13: 978-0631200918
Product Dimensions: 18.2 x 1.6 x 25.3 cm
Shipping Weight: 658 g
Amazon Bestsellers Rank: #1,366,312 in Books (See Top 100 in Books)

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Product Description

From the Back Cover

This text meets the needs of modern marketers by equipping them with specialized marketing communications skills at an international level. With contributions from an international team of academics and practitioners, it provides comprehensive coverage of international marketing communications, drawing together all aspects of the field into one broad volume.

Fully up-to-date it looks at communications in the twenty-first century. The contributors offer scope, depth and quality covering topics such as global advertising, personality endorsement advertising, international publicity as an element of the communications mix, the role of trade exhibitions in international marketing communication, international personal selling, the internet and advertizing in the next century, and much more.

The first book of its kind The Handbook of International Marketing Communications is unique in its truly global and integrative approach. It explores the on-going debate of standardisation versus adaptation and the relevance of these issues for the various elements of the communications mix.

About the Author

Sylvester Monye is Principle Lecturer and Course Director of the MSc in the International Business programme at South Bank University, London, and Visiting Professor of Marketing and International Business at Assumption University of Thailand, Bangkok.

Inside This Book (Learn More)

First Sentence
After nearly forty years of intense academic research and debate on the pattern and strategic direction of international business, there is still no consensus on how best to approach the subject of globalization. Read the first page

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