The Handbook of International Marketing Communications

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.