Educational guide 2020_21
Facultade de CC. Sociais e da Comunicación
Grao en Publicidade e Relacións Públicas
 Subjects
  International advertising
   Sources of information
Basic Bibliography DE MOOIJ, M., Advertising Worldwide: Concepts. Theories and Practice of International, Multinational and Global Advertising, Prentice Hall, 1994
DE MOOIJ, M., Global marketing and advertising: Understanding cultural paradoxes, Sage Publications, 1998
DE MOOIJ, M., Consumer Behaviour and Culture, Sage Publications, 2003
DE MOOIJ, M., Global Marketing and Advertising, Sage Publications, 2005
Complementary Bibliography DE MOOIJ, M., The Future is predictable for international marketers. Converging incomes lead to diverging consumer behaviour, International Marketing Review, 2000
DOMZAL, T. & KERNAN, J., International Advertising: To Globalize, Visualize, Journal of International Consumer Marketing, 1993
DUNCAN, T. & RAMAPRASAD, J., Standardized Multinational Advertising: The Influencing Factors, Journal of Advertising, 1995
ELINDER, E., International Advertisers Must Devise Universal Ads, Dump Seperate National Ones, Advertising Age, 1961
ELINDER, E., How International can European Advertising be?, Journal of Marketing, 1965
HARRIS, G., The Globalization of Advertising, International Journal of Advertising, 1984
HITE, R.E. & FRASER, C., International Advertising Strategies of Multinational Corporations, Journal of Advertising Research, 1988
HITE, R.E. & FRASER, C., Configuration and Coordination of Global Advertising., Journal of Business Research, 1990
KANSO, A., The use of advertising agencies for foreign markets: decentralized decisions and localized approaches?, International Journal of Advertising, 1991
KANSO, A., International Advertising Strategies: Global Commitment to Local Vision, Journal of Advertising Research, 1992
LEVITT, T., The Globalization of Markets, Harvard Business Review, 1983
ONKVISIT, S. & SHAW, J.J., Global Advertising: revolution or myopia, Journal of International Consumer Marketing, 1997
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