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Könyv Global Advertising Nukhet Vardar

Global Advertising

Rhyme or Reason?

Szerző: Nukhet Vardar
Nyelv: Angol
Kötés: Kemény kötésű
Kiadó: SAGE Publications Ltd
Elérhetőség: Beszállítói készleten
Küldés 14-20 napon belül
21 014 Ft
This survey concentrates on international agency - client relationships. It is based on interviews w...

Információk a könyvről

Szerző
Nukhet Vardar
Nyelv
Angol
Kötés
Könyv - Kemény kötésű
Kiadva
1992
oldal
160
EAN
9781853961434
ISBN
1853961434
Enbook ID
05113032
Kiadó
SAGE Publications Ltd
Súly
380
Méretek
160 x 236 x 18

Teljes leírás

This survey concentrates on international agency - client relationships. It is based on interviews with all levels of management from a wide range of international agencies based in London. Global advertising from a distance can seem attractive. It looks simple, quick and cost effective. There are, however, very complex issues involved. Both agencies and clients can encounter lack of local management support, arguments over agency commissions and local authority/local responsibility dilemmas. Chaos can easily result. This book addresses these issues and discusses the less well-known and less talked about side of the global advertising debate. Global Advertising provides genuine real-life insights into the practical challenges of managing advertising programmes at the international level. By providing a detailed picture of past pitfalls and successes, it will help practitioners prepare for the huge challenges of the 1990s.

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