Guia docente 2015_16
Facultad de CC. Sociales y de la Comunicación
Grao en Publicidade e Relacións Públicas
 Materias
  Publicidade internacional
   Bibliografía. Fontes de información

REFERENCIAS BIBLIOGRÁFICAS


BODDEWYN, J.J., SOEHL, R. y PICARD, J. (1986). Standardization in international marketing: is Ted Levitt in fact right?. En: Business Horizon, vol. 29, nº 6, pp. 69-75. 

DE MOOIJ, M. (1994). Advertising Worldwide: Concepts. Theories and Practice of International, Multinational and Global Advertising. Nueva York: Prentice Hall.

DE MOOIJ, M. (1998). Global marketing and advertising: Understanding cultural paradoxes. Thousand Oakes: Sage Publications.

DE MOOIJ, M. (2000). The Future is predictable for international marketers. Converging incomes lead to diverging consumer behaviour. En: International Marketing Review, vol. 17, nº 2, pp. 103-113.

DE MOOIJ, M. (2003). Consumer Behavior and Culture. Thousand Oakes: Sage Publications.

DE MOOIJ, M. (2005). Global Marketing and Advertising. Understanding Cultural Paradoxes (2ª ed.). Thousand Oakes: Sage Publications.

DOMZAL, T. y KERNAN, J. (1993). International Advertising: To Globalize, Visualize. En: Journal of International Consumer Marketing, nº 4, pp. 51-71.

DUNCAN, T. y RAMAPRASAD, J. (1995). Standardized Multinational Advertising: The Influencing Factors. En: Journal of Advertising, vol. 24, nº 3, pp. 55-68.

ELINDER, E. (1961). International Advertisers Must Devise Universal Ads, Dump Seperate National Ones. En: Advertising Age, vol. 11, p. 91.

ELINDER, E. (1965). How International can European Advertising be? En: Journal of Marketing, vol. 29, nº 2, pp. 7-11.

HARRIS, G. (1984). The Globalization of Advertising. En: International Journal of Advertising, vol. 3, nº 3, pp. 223-234. 

HITE, R.E. y FRASER, C. (1988). International Advertising Strategies of Multinational Corporations. En: Journal of Advertising Research, vol. 28, nº 3, pp. 9-17.

HITE, R.E. y FRASER, C. (1990). Configuration and Coordination of Global Advertising. En: Journal of Business Research, vol. 21, pp. 335-344.

KANSO, A. (1991). The use of advertising agencies for foreign markets: decentralized decisions and localized approaches? En: International Journal of Advertising, vol. 10, nº 2, pp. 129-136.

KANSO, A. (1992). International Advertising Strategies: Global Commitment to Local Vision. En: Journal of Advertising Research, vol. 32, nº 1, pp. 10-14.

LEVITT, T. (1983). The globalization of markets. En: Harvard Business Review, vol. 58, nº 3, pp. 93-102. 

ONKVISIT, S. y SHAW, J.J. (1990). Global advertising: revolution or myopia. En: Journal of International Consumer Marketing, vol. 2, nº 3, pp. 97-112.

RAAIJ, F.W. (1997). Globalisation of marketing communication? En: Journal of Economic Psychology, vol. 18, pp. 259-270.

VALDÉS RODRÍGUEZ, M.C. (2004). La Traducción Publicitaria: Comunicación y Cultura. Bellaterra (Barcelona): Universitat Autònoma de Barcelona; Valencia: Universitat de Valencia; Castelló de la Plana: Publicacions de la Universitat Jaume I; Barcelona: Universitat Pompeu Fabra.

Universidade de Vigo            | Rectorado | Campus Universitario | C.P. 36.310 Vigo (Pontevedra) | España | Tlf: +34 986 812 000