International Advertising : Realities and Myths
Author: John Philip Jones
List Price: $49.95
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ISBN: 0761912452
Publisher: Sage Publications (22 October, 1999)
Sales Rank: 684,847
Average Customer Rating: 4 out of 5
Customer Reviews
Rating: 4 out of 5
How global is advertising?
A very interesting book, written by many authors that have lots of experience in different fields/countries. It all comes down to the questions "how global or local shall we advertise?", "what are the success factors for global advertising?" and "how global are our consumers?". There is no black and white, but the book gives tons of examples, hints and suggestions about the different levels of grey, how they can lead to success or failure. Overall I can recommend the book, although it will not give you the simple answer you are looking for, simply because there is no simple answer. Similar Products
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International Advertising: Communicating Across Cultures
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