상세정보

CONTENTS
Foreword / Thomas R. Duncan ; Sandra E. Moriarty = xiii
Preface = xvii
Acknowledgements = xxi
Part One: The environment of worldwide advertising = 1
 1 The global advertising environment = 3
  Introduction = 3
  Language, concepts and definitions = 5
  Stages of development in the internationalization of companies = 7
  The development of a world economy and a new world order = 12
  The growth of international trade after the Second World War = 17
  Origins and growth of the multinational = 21
  The 1990s: global economic integration = 24
  Phases of international expansion = 26
  Summary = 35
  Questions and assignments = 36
  Notes and references = 37
 2 Developments in world regions = 39
  Introduction = 39
  Europe, the 'single market' and international trade = 42
  The middle East = 48
  Developments in Asia and the Pacific region = 50
  North America = 59
  Latin America = 61
  Summary = 62
  Questions and assignments = 63
  Notes and references = 63
 3 Global management and marketing strategy = 65
  Introduction = 65
  Global corporate strategy = 66
  Competitive strategy = 72
  The organization of global activities = 74
  Global marketing strategies = 77
  Opposing concepts of global marketing: local adaptation vs global standardization = 80
  Global branding strategies = 90
  Internationalization and brand name change = 108
  Global vs micro or niche marketing = 113
  The changing role of the marketing manager = 114
  Summary = 116
  Questions and assignments = 117
  Notes and references = 118
 4 Communication and culture = 121
  Introduction = 121
  Culture and levels of culture = 121
  Worldwide information and communication = 126
  Cultural differences which influence marketing and communication = 130
  Summary = 138
  Questions and assignments = 138
  Notes and references = 140
 5 Consumer behaviour = 142
  Introduction = 142
  Economic and demographic factors = 143
  Social and psychological aspects = 151
  Marketing and the culture of the consumer = 156
  Value and life-style research = 159
  Summary = 190
  Questions and assignments = 190
  Notes and references = 191
Part Two: The worldwide advertising mix = 195
 6 Marketing communication worldwide = 197
  Introduction = 197
  Issues in international marketing communications = 198
  Communication planning and strategy worldwide = 200
  Worldwide standardization or differentiation = 206
  The globalization of the media and worldwide advertising = 211
  The organization of marketing communication: centralization vs decentralization = 217
  The international advertising landscape = 220
  International corporate and business-to-business advertising = 224
  Summary = 227
  Questions and assignments = 227
  Notes and references = 228
 7 Creative development and execution = 231
  Introduction = 231
  The creative aspects of standardization and differentiation = 231
  National and international appeals = 236
  Development and organization of campaigns = 249
  Guidelines on execution = 253
  Summary = 258
  Questions and assignments = 258
  Notes and references = 260
 8 The media landscape worldwide and media planning for worldwide advertising = 262
  Introduction = 262
  The media landscape worldwide = 263
  The media situation in different countries = 265
  The international media = 280
  Media research and research results = 314
  Media planning for worldwide advertising = 324
  International media buying = 338
  The organization of international media planning and buying = 339
  Summary = 342
  Questions and assignments = 342
  Notes and references = 344
  Appendix: reference books and research agencies = 346
 9 Other means of communication used worldwide = 347
  Introduction = 347
  Sales promotion = 348
  Sponsorship = 352
  Direct marketing communication = 362
  Public relations = 367
  Trade fairs, exhibitions and congresses = 371
  Integrating other means of communication with advertising = 373
  Summary = 375
  Questions and assignments = 375
  Notes and references = 376
  Appendix: the Seoul Olympics, a mammoth marketing event = 378
Part Three: Managing worldwide advertising = 383
 10 Research for worldwide advertising = 385
  Introduction = 385
  Market analysis and sources of information = 387
  How to deal with international research = 391
  Research for world brands = 396
  Organizational and methodological problems = 398
  Organization and co-ordination of international research = 409
  Research methods and techniques = 415
  Research for advertising = 419
  Summary = 426
  Questions and assignments = 426
  Notes and references = 427
  Appendix: international organizations = 430
 11 Organization of advertising worldwide: advertiser and agency = 431
  Introduction = 431
  Organization of the advertiser's marketing communication function = 432
  International advertising agencies = 449
  The relationship between advertiser and agency = 455
  Summary = 467
  Questions and assignments = 467
  Notes and references = 468
 12 The worldwide advertising plan = 470
  Introduction = 470
  Ten steps in planning worldwide advertising = 470
  Situation analysis = 471
  Marketing communication strategy and objectives = 473
  Deciding on the target groups = 474
  Setting the total communication budget = 475
  The message = 476
  The means of communication and their integration = 477
  Centralized or decentralized control of the means of communication = 479
  Budget allocation = 480
  Organization and implementation = 481
  Evaluation = 482
  Summary = 482
  Questions and assignments = 482
  Notes and references = 484
 13 Constraints, rules and regulations = 486
  Introduction = 486
  Cultural and technical constraints = 487
  Issues underlying regulation = 490
  Laws and regulations = 498
  The argument for freedom of commercial speech = 502
  International regulatory bodies = 508
  What should international advertisers do? = 509
  Summary = 510
  Questions and assignments = 510
  Notes and References = 511
Appendix: The IAA Diploma in International Advertising = 513
Index = 562