The Handbook of International Marketing Communicat ions

Preface.
<p>1. Introduction and Overview.</p>
<p>2. Cross–cultural Advertising.</p>
<p>3. The Role of Advertising in a Developing Economy.</p>
<p>4. Global Advertising.</p>
<p>5. Personality Endorsement Advertising: An International Dimension.</p>
<p>6. Outdoor Advertising: An International Comparative Perspective.</p>
<p>7. Managing a Global Advertising Agency: A Case Study of Saatchi and Saatchi.</p>
<p>8. The Role of Packaging and Branding in International Marketing Communications.</p>
<p>9. International Public Relations Management.</p>
<p>10. The Role of Trade Exhibitions in International Marketing Communications.</p>
<p>11. The Role of Personal Selling.</p>
<p>12. The Theory and Practice of Sponsorship.</p>
<p>13. The Nature, Role and Importance of Publicity.</p>
<p>14. The International Dimension of Direct Marketing as Communications Tool.</p>
<p>15. Regulatory Environment.</p>
<p>16. Advertising Established Brands.</p>
<p>17. International Marketing Communications in the 21st Century.</p>