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Книга Global Advertising Nukhet Vardar

Global Advertising

Rhyme or Reason?

Автор: Nukhet Vardar
Език: Английски език
Корици: С твърди корици
Издател: SAGE Publications Ltd
Наличност: Външен склад
Изпращаме след 14-20 дни
62.31 € 121.88 лв
This survey concentrates on international agency - client relationships. It is based on interviews w...

Информация за книгата

Автор
Nukhet Vardar
Език
Английски език
Корици
Книга - С твърди корици
Издадена
1992
страници
160
EAN
9781853961434
ISBN
1853961434
Enbook ID
05113032
Издател
SAGE Publications Ltd
Теглоt
380
Размери
160 x 236 x 18

Пълно описание

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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