國際廣告：Communicating Accross Culture（英文版）

定　價：￥35.00

作　者：	（美）芭芭拉·繆勒（Barbara Mueller）著
出版社：	東北財經(jīng)大學(xué)出版社
叢編項：	世界財經(jīng)與管理教材大系市場營銷系列
標　簽：	廣告

ISBN：	9787810443470	出版時間：	1998-04-01	包裝：
開本：	26cm	頁數(shù)：	340	字數(shù)：

內(nèi)容簡介

　　本教材密切聯(lián)系實際，全面系統(tǒng)地介紹了國際廣告的有關(guān)問題，包括國際廣告環(huán)境、廣告協(xié)調(diào)與控制、國際廣告媒體、廣告創(chuàng)意與戰(zhàn)略等。本書特別研究了歐盟、獨聯(lián)體、中國、環(huán)太平洋地區(qū)和拉丁美洲的廣告問題，將其列為世界新興市場和廣告發(fā)展的新領(lǐng)域，見解獨到，引人入勝，是美國最受歡迎的廣告學(xué)教材之一，可供大學(xué)商務(wù)、管理、營銷專業(yè)學(xué)生、廣告研究人員和廣告待業(yè)從業(yè)人員學(xué)習(xí)和參考使用。

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圖書目錄

CHAPTER1TheGrowthofInternationalBusinessandAdvertising
GrowthofInternationalBusiness
HistoricalOverview
SaturatedDomesticMarkets
HigherProfitMarginsinForeignMarkets
lncreasedForeignCompetitioninDomesticMarkets
ThefradeDeficit
TheEmergenceofNewMarkets
WorldTrade
GrowthinAdvertisingExpendituresWorldwide
TheTrendTowardInternationalAgencies
CHAPTER2TheInternationalMarketingMix
StandardizationVersusSpecializationoftheMarketingMix
Product
ProductStandardization
ProductAdaption
NewProductDevelopment
Country-of-OriginEffect
BrandingandTrademarkDecisions
BrandPiracy
PacdagingandLabelingDecisions
Place(Distribution)
ChannelsBetweenNations:IndirectExport
ChannelsBetweenNations:DirectExport
ChannelsBetweenNations:ManufactureAbroad
ChannelsWithinNations:DistributionChannels
ChannelsWithinNations:WholesalingAbroad
ChannelsWithinNations:RetailingAbroad
DistributionStandardizationVersusSpecialization
Price
PricingObjectivesandStrategies
GovernmentalInfluencesonPricing
ExportPricing
PricingandManufactureAbroad
Promotion
Advertising
PersonalSelling

SalesPromotion
DirectMarketing
PublicRelations
lntegratedMarketingCommunications
CHAPTER3ThelnternationalMarketingand
AdvertisingEnvironment
DemographicCharacteristics
MartetSize
PopulationGrowth
PopulationDistribution
Education
EconomicFactors
ClassificationSystems
Income
Urbanization
GeographicCharacteristics
CHAPTER4ThePolitical-LegalEnvironment
Political-LegalEnvironmentoftheHomeCountry
Political-LegalEnvironmentoftheHostCountry
InternationalLaw
TheCulturalEnrironment
TheConceptofCulture
Self-ReferenceCriterionandEthnocentrism
Subcultures
TheElementsofCulture
VerbalLanguage
NonverbalLanguage
Needs
Values
Religion.Morals,andEthicalStandards
CustomsandConsumptionPatterns
CommunicatingAcrossCultures
CulturalDistance
MapofCulture
High-ContextVersusLow-ContextCultures
Universals
CHAPTER5CoordinatingandControllinglnternationalAdvertising
CentralizedVersusDecentralizedControloflnternationalAdvertising
Centralization
Decentralization
CombinationApproach

AgencySelection
DomesticandIn-HouseAgencies
InternationalAgenciesandGlohalNetworks
Foreign(Local)Agencies
AgencySelectionCriteria
MarketingandAdvertisingStrategy0ptions
CreativeStrategyandExecution
StrategicDecisions
StandardizationofAdvertising
ProductsSuitableforStandardization
SpecializationofAdvertising
TheStandardization/SpecializationContinuum
ExecutionDecisions
AdvertisingAppeals
VerbalCommunication:CopyandDialogue
NonverbalCommunication:Visualsandlllustrations
CrvativityintheInternationalArena
AdvertisingMediaintheInternationalArena
lnternationalVersusNational/LocalMedia
National/LocalMedia
MediaAvailahility
MediaViabillty
MediaCoverage
MediaCost
MediaQuality
RoleofAdvcrtisingintheMassMedia
MediaSpillover
LocalBroadcastMedia
LocalPrintMedia
OtherLocalMedia
InternationalMedia
InternationalPrintMedia
InternationalBroadcastMedia
InternationalMediaData
InternationalMediaBuyingServices
CHANPTER8ResearchintheInternationalArena
StepsinResearchDesign
ProblemDefinition
DeterminationofInformationSources
ResearchDesign
DataCollection
DataAnalysisandReporting

SecondaryData
ProblemswithSecondaryData
DomesticSourcesofSecondaryData
lnternationalSourcesofSecondaryData
PrimaryData
PrimaryResearehMethods
Observation
FocusGroupInterviewsandIn-DepthInterviews
ExperimentalTechniques
Surveys
ResearehRelatingtoMessageDesignandPlacement
ControlofInternationalResearch
CHAPTER9AdvertisingRegulatoryConsiderations
lntheInternationalArena
NationalRegulation
lnfluencesonNationalRegulations
TypesofProductsThatMayBeAdvertised
TheContentorCreativeApproachThatMayBeEmployed
TheMediaThatAdvertisersArePermittedtoEmploy
TheUseofAdvertisingMaterialsPreparedOutsidetheCountry
TheUseofLocalVersusInternationalAdvertisingforncies
TheSpecificTaxesThatMayBeLeviedAgainstAdvertising
InternationalandRegionalRegulation
TheUnitedNations
TheEuropeanUnion
TheGuifCooperationCouncil
Self-Regulation
TheTrendTowardSelf-Regulation
TheInternationalChamberofCommerceCodeofAdvertisingPractice
lmplicationsforInternationalAdvertisers
SocialResponsibilityandEthics
lntheGlobalMarketplace
TheGrowthoftheConsumerMovement
SocialResponsibilityintheGlobalMarketplace
AdvertisinginDevelopingMarkets
EconomicandSocialConditionsinDevelopingCountries
ChargesAgainstandArgumentsforAdvertisinginDevelopingMarkets
ProblemsinAssessingAdvertisingsEffectsinDevelopingMarkets
PromotionalStrategiesinDevelopingMarkets
TheFutureofAdvertisinginDevelopingMarkets
EthicsintheInternationalArena
DeterminingWhat'sEthical
ConstructingCodesofEthics

NewMarketingandAdvertisingFrontiers
TheEuropeanUnion
DevelopmentsInfluencingtheMartetingandAdvertisingEnvironment
ProfileoftheEuro-ConsumerMartet
OpportunitiesforAdvertisersandAgencies
TheEvolvingEuropeanMediaLandscape
GuidelinesforCreatingAdvertising
TheCommonwealthofIndependentStates
DevelopmentsInfluencingtheMartetingandAdvertisingEnvironment
ProfileoftheCommonwealthConsumerMarket
OpportunitiesforAdvertisersandAgencies
TheEvolvingCommonwealthMediaLandscape
GuidelinesforCreatingAdvertising
China
DevelopmentslnfluencingtheMarketingandAdvertisingEnvironment
ProfileoftheChineseConsumerMarket
OpportunitiesforAdvertisersandAgencies
TheEvolvingChineseMediaLandscape
GuidelinesforCreatingAdvertising
ThePacificRim
LatinAmerica
Epllogue
AppendixICCInternationalCodeofAdvertisingPractice
Index