Dynamics of International Advertising

Dynamics of International Advertising

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qThe second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge.q---Douglas West, University of Birmingham --In early 2010 Toyota recalled more than 7.5 million vehicles in the United States alone, plus many more in Europe and ... an aggressive print, television, and social-media campaign featuring Toyotaa#39;s U.S. President-Chief Operating Officer Jim Lentz. ... A Kelley Blue Book study showed that consideration of the Toyota brand was cut nearly in half, from 29 percent prior to the recall to 18 percent afterward.

Title:Dynamics of International Advertising
Author:Barbara Mueller
Publisher:Peter Lang - 2011


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