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International Business: The New Realities, 5th Edition
book

International Business: The New Realities, 5th Edition

by S. Tamer Cavusgil, Gary Knight, John R. Riesenberger
January 2019
Intermediate to advanced content levelIntermediate to advanced
576 pages
33h 19m
English
Pearson
Content preview from International Business: The New Realities, 5th Edition

International Marketing Communications

  1. 16.5 Understand international marketing communications.

Companies use marketing communications (also known as marketing promotion) to provide information to and communicate with existing and potential customers with the ultimate aim of stimulating demand. The various activities of marketing communications vary substantially around the world. Let’s examine them in more detail.

International Advertising

Firms conduct advertising through media, which include direct mail, radio, television, cinema, billboards, transit, print media, and the Internet. Transit refers to ads placed in buses, trains, and subways; they are particularly useful in large cities. Print media are newspapers, magazines, and trade ...

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Publisher Resources

ISBN: 9780136763017