The Handbook Of International Marketing Communications

This text meets the needs of modern marketers by equipping them with specialised 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 towards communications in the twenty-first century, offering 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 communications, international personal selling, the internet and advertising in the next century, and much more.