The Handbook of International Marketing Communications,9780631200918

The Handbook of International Marketing Communications

by
Edition: 1st
ISBN13: 9780631200918
ISBN10: 0631200916
Format: Paperback
Pub. Date: 1991-01-15
Publisher(s): Wiley-Blackwell
List Price: $70.95

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Summary

This text meets the needs of modern marketers by equipping them with specialised marketing communications skills at an international level.

Author Biography

Sylvester Monye is Principle Lecturer and Course Director of the MSc in the International Business programme at South Bank University, London, and Visiting Professor of Marketing and International Business at Assumption University of Thailand, Bangkok.

Table of Contents

List of Contributors
xi
Part 1 General Overview: Issues and Concepts
International Marketing Communications: An Introduction and Overview
3(8)
Sylvester O. Monye
Introduction
3(1)
The Book
4(5)
Summary
9(2)
International Marketing Communications Explained
11(16)
Michael J. Baker
Introduction
11(1)
Communication Defined
11(3)
How Marketing Communications Work
14(2)
The Marketing Communication Mix
16(4)
Marketing Communications in an International Environment
20(1)
Globalization and Demand
21(2)
Adaptation or Standardization?
23(2)
Summary
25(2)
Cross-Cultural Advertising
27(18)
Chris C. Simango
Introduction
27(1)
Cross-Cultural Studies: A Historic Perspective, Development and Origins
28(1)
Cross-Cultural Research and Cross-Cultural Advertising: An Overview
29(4)
Cross-Cultural Advertising
33(4)
Market Structure and Effect on Cross-Cultural Advertising
37(1)
Similarities and Differences in Cross-Cultural Advertising: A Comparative Analysis
38(3)
Global Advertising Expenditure
41(1)
Conclusion
42(3)
American Culture and Advertising
45(24)
Dag Bennett
Introduction
45(1)
A Short Peculiar History
46(1)
A Defining Moment
47(2)
I Gotta Be Me
49(1)
Push
50(1)
Culture, Culture
51(1)
The Knowledge Era
52(1)
You Are What You Consume
53(1)
Disneyfication
53(1)
Materialism
54(1)
Countervailing Indications
54(1)
A New World Order and Advertising
55(3)
McDonaldization
58(1)
The New Competition
59(2)
What Clients Will Demand in the Future
61(1)
Globalization
61(1)
Lead Markets
62(2)
Three New Groups of Americans
64(1)
Media and its Influence
64(1)
Conclusion
65(4)
Global Advertising
69(20)
Sylvester O. Monye
Introduction
69(1)
The Case for Standardized Global Advertising
70(3)
Arguments for Localized Advertising
73(1)
The Open Strategy Approach to Global Advertising
74(2)
Regulations and Global Advertising
76(2)
Comparative Advertising
78(2)
Tobacco Advertising
80(1)
Alcohol Advertising
81(1)
Advertising to Children
82(1)
Self-Regulation
83(2)
Summary
85(4)
Part 2 Aspects of International Marketing Communications
The Role of Packaging and Branding in International Marketing Communications
89(14)
Frances Ekwulugo
Introduction
89(1)
The Concept of Branding
89(2)
Segmentation
91(1)
Social Issues and Branding
92(1)
Branding and the General Product
93(1)
International Brand Development/Market Developments
94(1)
Global Branding
95(2)
Brand Extension
97(1)
Branding and Advertising
98(1)
Packaging
99(4)
International Public Relations Management
103(14)
Sam Black
Introduction
103(1)
Agreeing Definitions
103(1)
The Influence of the International Public Relations Association
104(1)
Organizational Responsibilities
105(1)
Some Inconsistencies
106(1)
Potential Problems of Linguistic Differences
106(1)
Methods of Organizing International Public Relations
106(1)
Some Diverse Examples of Public Relations Working Internationally
107(4)
The Great Diversity of International Public Relations
111(1)
International Media of Communication
111(1)
International Sponsorship
112(1)
Some International Case Histories
112(2)
The Common Thread
114(1)
Speaking the Right Language
114(1)
Non-Verbal Communication
115(1)
Cultural Differences
115(1)
Summing Up
115(2)
The Role of Trade Fairs and Exhibitions in International Marketing Communications
117(20)
Lakhdar Boukersi
Introduction
117(1)
Trade Fair Defined
118(1)
Classification of Trade Fairs
119(5)
Benefits of Trade Fairs
124(4)
Trade Fair Evaluation
128(3)
The Exhibition Industry in the United Kingdom
131(3)
The Exhibition Industry in Germany
134(1)
Summary
135(2)
The Role of Personal Selling in International Marketing Communications
137(20)
Eugene M. Johnson
James M. Curran
Personal Selling in Promotion
138(1)
What is Personal Selling?
138(1)
Who Sells?
139(1)
The Selling Process
139(3)
International Selling
142(1)
Globalization Versus Customization
142(1)
The Challenges
143(4)
Researching the Markets
147(1)
Entering a Foreign Market
147(2)
The International Sales Organization
149(1)
Managing International Sales
150(1)
Selling to Foreign Markets
151(1)
What to Expect
152(5)
The Theory and Practice of Sponsorship in International Marketing Communications
157(14)
Nana Owusu-Frimpong
Introduction
157(1)
Origins of Sponsorship
158(1)
Definition of Sponsorship
158(1)
Sponsorship and Charity
159(1)
Promotional Mix
159(1)
The Driving Force Behind Sponsorship Growth
160(1)
Product and Service Promotion Through Sponsorship
161(1)
Sponsors of Olympic Games
162(1)
World Cup USA 1994 Sponsorship
163(1)
Cause-Related Sponsorship
164(1)
Education
165(1)
Broad Corporate Objectives for Sponsorship
165(1)
Looking for Sponsorship
166(1)
Commercial Checklist for Sponsors
166(1)
Measuring Sponsorship Effectiveness
167(1)
Measuring the Level of Media Coverage/Exposure Gained
168(1)
Measuring the Communications Effectiveness of Sponsorship Involvement
168(1)
Measuring the Sales Effectiveness of Sponsorship
169(1)
Feedback from Participating Groups
169(1)
Summary
169(2)
The Nature, Role and Importance of Publicity in International Marketing Communications
171(12)
Rosemary Burnley
Introduction
171(1)
Definition and Scope of Publicity
172(1)
The Nature of Publicity
172(1)
Forms of Publicity
173(1)
Constraints on International Publicity
174(3)
Planning and Controlling International Publicity
177(5)
Summary
182(1)
The International Dimension of Direct Marketing as a Communications Tool
183(34)
Colin Angwin
Introduction
183(4)
Applications
187(1)
The Transaction Cycle
188(2)
Language
190(3)
The Marketing Database
193(7)
Creativity
200(2)
Mechanisms
202(4)
Mailing Lists
206(6)
Putting it Together
212(5)
Advertising Established Brands: An International Dimension
217(20)
Andrew Ehrenberg
John Scriven
Neil Barnard
Introduction
217(1)
How Advertising is Said to Work
218(5)
An Alternative View: Advertising as Weak but Effective
223(8)
Summary and Discussion
231(2)
Appendix: The Evidence
233(4)
Content Analysis of Advertising 1970-1997: A Review and Assessment of Methodologies
237(14)
Greg Harris
Suleiman Attour
Introduction
237(2)
Selection of Cultures
239(1)
Countries Studied
240(1)
Unit of Analysis
241(1)
Sampling Method
241(1)
Number of Magazines per Study
242(1)
Selection of Publications
243(1)
Number of Product Categories
244(1)
Reliability of the Measuring Instrument
244(2)
Methods of Analysis
246(1)
The Use of Multiple Comparisons
246(1)
Recommendation for Future Research
247(4)
The Internet and Marketing Communications in the Twenty-first Century
251(14)
Sylvester O. Monye
Petra Mayer
Introduction
251(1)
The World Wide Web
252(1)
The Nature of the Internet
252(3)
The Uptake of the Internet Varies
255(2)
Internet and Marketing Communications
257(1)
Types of Marketing Communication on the Internet
257(2)
On-line Publications
259(1)
On-line Sales
259(1)
Political and Legal Framework
260(5)
The Practices of Multinational Corporations and Advertising Standardization
265(18)
Greg Harris
Suleiman Attour
Background
265(1)
Introduction
266(2)
Studies that Investigated the Similarity/Difference of Advertisements Across Countries
268(3)
Proposed Content Analysis Model
271(12)
Index 283

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