Publisher's Synopsis
This worldwide overview of all aspects of international, multinational and global advertising goes deeply into cultural differences between countries which influence life-style research done worldwide.;The book discusses aspects of standardization and differentiation as well as centralization vs decentralization of communication activities. It gives a broad overview of the world media landscape and suggestions for international media planning. The authors describe the problems of research for global marketing, and of harmonizing research data and techniques. The organizational aspects of both advertiser and agency worldwide and how they cooperate are described, and the book is focused on Europe, and Asia (less so on the USA and Latin America).
