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Global Marketing and Advertising is ideally suited as a textbook for courses in international or global marketing and international or global marketing departments of global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications.   New to the management of global companies and advertising agencies. both recent and classic advertising examples added. Copyright (C) Muze Inc. 2005. For personal use only. In addition to Cappo`s input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. Offering a mix of theory and practical applications, it reviews global branding strategies, classification models of culture, and the consequence of culture for all aspects of marketing communications.   New to the Second Edition:   Topics like culture and the media, the internet and global public relations have been added. The final chapter includes culture's consequences for various strategic issues, such as the company's mission statement, brand positioning strategy, and marketing communications. A celebrated ad veteran talks about where advertising is, where it is going--and how to apply this knowledge to the management of global companies and advertising agencies. both recent and classic advertising examples added. Copyright (C) Muze Inc. 2005. All rights reserved. For personal use only. For personal use only. In addition to Cappo`s input, insight, and anecdotes, pieces from prominent agency heads, advertisers, brand managers, and creatives provide a 360-degree view of the state of advertising today. Offering a mix of theory and practical applications, it reviews global branding and marketing communications. A celebrated ad veteran talks about where advertising is, where it is going--and how to take advantage of its many changes In The Future of Advertising , international ad industry thought leader Joe Cappo analyzes the factors reshaping today`s advertising industry. All

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