基本説明
A follow-up of "Advertising Worldwide" by the same editor covers Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the UK.
Full Description
This book deals with all aspects of advertising in various countries. It is a follow-up of Advertising Worldwide by the same editor. The book covers: Bulgaria, China, Greece, Hong Kong, Hungary, Ireland, Latvia, Malaysia, Singapore, South Korea, Spain, Switzerland, and the United Kingdom. It also contains a chapter on intercultural management as well as a case study of Barclaycard International. The authors are specialists from the respective countries. From the reviews: " This reader is an absolute must for all advertisers, agencies and students... " Werben und Verkaufen (Issue 40/2001)
Contents
Multicultural Management Insights.- Advertising in Bulgaria.- Advertising in China.- Advertising in Greece.- Internet Advertising in Greece.- Advertising in Hong Kong.- Advertising in Hungary.- Advertising in Ireland.- Advertising in Latvia.- Advertising in Malaysia.- Advertising in Singapore.- Advertising in South Korea.- Advertising in Spain.- Advertising in Switzerland.- Advertising in the United Kingdom.- Case Study: Barclaycard International.- The Authors.