International Advertising and MarketingSamuel Watson Dunn, E. S. Lorimor |
Contents
Preface S Watson Dunn and E S Lorimor XV | 1 |
HOW EUROPEAN MANAGERS SET ADVERTISING | 16 |
INTEGRATING MULTINATIONAL MARKETING | 27 |
Copyright | |
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Common terms and phrases
adver Advertising Age advertising agencies Advertising Association advertising expenditures American Argentina Argentine Pesos audience Australia basic brand Brazil broadcast budget campaign Canada Canadian centralization cinema clients Colgate-Palmolive commercial communications companies consumer corporate cost countries creative cultural daily decisions Dentsu direct mail director economic Europe European executives exports firms foreign France Germany groups headquarters Hong Kong important increase industry International Advertising international marketing Japan Journal Kenya Leo Burnett Lintas magazines major manufacturers marketing research McCann-Erickson media planning medium ment Mexico million multinational newspapers Number of Employees Ogilvy & Mather operations organizations outdoor advertising overseas percent population problems programs promotion radio regulation sample standard stations strategy subsidiary sumer Sydney Sydney Monthly Taiwan Ted Bates television tion tising trade trend United vertising Western worldwide Young & Rubicam