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245	1		_aInternational Advertising / Communicating Across Cultures
260			_bWadsworth Publishing Company, _c1996
300			_a340
520			_aThis book addresses the key issues that advertisers must keep in mind to create effective communication programs for foreign markets. The Growth of International Business and Advertising, The International Marketing Mix, The International Marketing and Advertising Environment, The Cultural Environment, Coordinating and Controlling International Advertising, Creative Strategy and Execution, Advertising Media in the International Arena, Research in the International Arena, Advertising Regulatory Considerations in the International Arena, Social Responsibilities in the Global Marketplace, New Marketing and Advertising Frontiers, Epilogue, Appendix, Index.
700	1		_aMueller Barbara _92131
942			_cBK
999			_c1630 _d1630