TY  - BOOK
AU  - Griffin,Tom
TI  - International marketing communications
T2  - The Marketing series
SN  - 0750605529 :
AV  - HF1416 .G75 1993
U1  - 659.1 20
PY  - 1993///
CY  - Oxford [England], Boston
PB  - Butterworth-Heinemann
KW  - Communication in export marketing
KW  - Advertising media planning
KW  - International marketing
N1  - "Published on behalf of the Chartered Institute of Marketing."; Includes bibliographical references and index; Pt. 1; The Management of International Marketing Communications; 1; An introduction: basic terms and concepts; 2; International marketing communications planning; 3; Organizing the international marketing communication function; 4; Information for international marketing communications --; Pt. 2; The International Environment; 5; Environmental conditions and constraints; 6; Target audience behaviour and decision making --; Pt. 3; Planning, Preparing and Evaluating International Marketing Communication Messages; 7; Message strategy formulation; 8; Message making and evaluating effectiveness --; Pt. 4; Conventional Mass and Mail Media for International Marketing Communications; 9; Newspapers, magazines, out-of-home and yellow pages; 10; Television, radio and cinema; 11; The medium of mail in marketing communications; 12; Media planning, buying and evaluating effectiveness --; Pt. 5; Sales Promotion, Public Relations and Packaging Media; 13; Sales promotion; 14; Public relations and packaging --; Pt. 6; The Road Ahead; 15; Current trends and future developments
ER  -