Chapter 16 - Integrated marketing communications and international advertising. After studying this chapter you will be able to understand: Local market characteristics that affect the advertising and promotion of products, the strengths and weaknesses of sales promotions and public relations in global marketing, when global advertising is most effective; when modified advertising is necessary,...
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Lecture International marketing (15/e): Chapter 16 - Cateora, Gilly, Graham
Lecture International marketing (15/e): Chapter 16 - Cateora, Gilly, Graham
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