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Książka Global Advertising Nukhet Vardar

Global Advertising

Rhyme or Reason?

Autor: Nukhet Vardar
Język: Angielski
Oprawa: Twarda
Wydawca: SAGE Publications Ltd
Dostępność: Dostępna u dostawcy
Wysyłamy za 14-20 dni
256.12 zł
This survey concentrates on international agency - client relationships. It is based on interviews w...

Informacje o książce

Autor
Nukhet Vardar
Język
Angielski
Oprawa
Książka - Twarda
Data wydania
1992
strony
160
EAN
9781853961434
ISBN
1853961434
Enbook ID
05113032
Wydawca
SAGE Publications Ltd
Waga
380
Wymiary
160 x 236 x 18

Pełny opis

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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