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Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.
This book addresses challenges and opportunities in research and management related to new advertising and consumer practices in brand communications with multiple touchpoints. It specifically relates to new insights into how profitability and customer engagement are affected by multiple and very diverse consumer touchpoints in an omni-connected world. Advances in Advertising Research are published by the European Advertising Academy (EAA). This volume is a selective collection of research presented at the 17th International Conference in Advertising (ICORIA), which was held in Valencia (Spain) in June 2018. The conference gathered more than 180 participants from over 27 countries all over the world.
An inside story of local, regional and global advertising in the Middle East. Grounded in empirical research and theories, this book explores the evolution of advertising practices, audiences, digital media and communication technologies in increasingly complex MENA environments. Advertising in MENA Goes Digital draws on empirical research and theories to explore how the adoption of digital technology in the Middle East and North Africa, through information and communication technologies, social media and mobile, have shaped creative advertising solutions. Through key case studies of marketing in the pan-Arab market from regional and global brands as Procter & Gamble, Olay, Vimto, and MTV Arabia, the book sheds light on the intricate relationship between technological and societal development and advertising practice. It examines cultural constituents such as humor, religion and gender, political advertising driven by the new wave of democracy in the region and digital activism, technological and digital transformations and the economic ways advertising support new media start-ups. Supported by examples and campaigns, the book discusses the way global or regional brands standardized or localized their messaging while adopting international techniques but market-oriented solutions. The book will key reading for scholars and students in advertising, marketing, business, journalism, cultural studies and media in addition to Middle East Studies. It is also an essential text for media and marketing communication industry professionals, and will appeal to those interested in the global-local dichotomy and promotional communications.
The third edition of International Communication examines the profound changes that have taken place, and are continuing to take place at an astonishing speed, in international media and communication. Building on the success of previous editions, this book maps out the expansion of media and telecommunications corporations within the macro-economic context of liberalisation, deregulation and privitisation. It then goes on to explore the impact of such growth on audiences in different cultural contexts and from regional, national and international perspectives. Each chapter contains engaging case studies which exemplify the main concepts and arguments.
Paul M. Minus Overview The papers gathered in this volume were first presented for reflection and discussion at a landmark event in March 1992. The International Conference on the Ethics of Business in a Global Economy, held in Columbus, Ohio, brought together over 300 participants from twenty-two nations in six continents. This was the most geographically diverse body of leaders ever assembled to consider issues of ethics in business. Approximately two-thirds of them were business executives; the others came mainly from the fields of education and religion. Knowing the context from which this book emerged will help readers understand its composition and content. As can be quickly seen, the fourteen authors who have contributed to it come from different areas of the world and from different fields of endeavor. One finds, first, essays on the book's central theme by business leaders from four nations. Next there are analyses of three key topics by scholars active in the fields of economics and ethics. Then come statements by practitioners of four major world religions on the relevance of their respective traditions to the ethics of business. Finally there are six brief case studies prepared by two business ethicists about specific ethical issues arising in international business. The authors address different facets of one of the most dramatic new facts of our time: the globalization of business. With many corporations now operating around the world and others planning a significant expansion of markets, this development is destined to accelerate in coming decades.
In Global and Transnational Business, the authors discuss the complex strategic issues involved in global and international business. They provide a review of the work of leading authors in the field and present this within the context of an integrative framework. This framework establishes clear linkages between global strategy, global management and global competitiveness. The link is examined between the trend towards the globalization of competition, markets and products, and the need to adopt global or transnational strategies and approaches to management. The text also includes the following features: Explores key issues in the management and co-ordination of global companies. Analyses forces at work in the international business environment and their implications for business strategy. Includes six substantive case studies from different industries which illustrate themes discussed in the text. Global and Transnational Business can be used as a core textbook for courses in international business, global business, international business strategy and international business environment.

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