The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research,...

"Packed with cultural, company, and country examples, this book offers a mix of theory and practical applications covering globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications"--

Grenzenloses Direktmarketing? Bestandsaufnahme, Trends und Ausblick -- 1. Kapitel -- 1 Lokale Punktlandung durch globale Planung Integrierte Direktmarketing-Kampagne der DHL Global Mail für 14 Länder -- 2 Ausgetretene Wege mit Erfolg verlassen Inteligo erschließt neue Adresspotenziale in...

This book is the first to focus exclusively on International direct marketing (IDM), integrating state-of-the-art knowledge, best practice and unique data. The first part is a comprehensive, well-structured review, covering all relevant sources from academic journals to practitioner magazines....

Praktischer Hintergrund: Die steigende Bedeutung von Fragen der Markenarchitekturstrategie -- Praktischer Hintergrund: Die steigende Bedeutung von Fragen der Markenarchitekturstrategie -- Markenarchitekturstrategie für Produkt- und Zielgruppenportfolios -- Definition, Typologisierungen und...

The dramatic increase in global trade confronts service firms with the challenge of adapting their services to the varying requirements of customers in different cultures. Jan H. Schumann focuses on three relationship marketing issues that are of relevance for both academics and practitioners:...