Guia docente 2019_20
Facultade de CC. Sociais e da Comunicación
Grao en Publicidade e Relacións Públicas
 Materias
  Publicidade internacional
   Bibliografía. Fontes de información
Bibliografía Básica DE MOOIJ, M., Advertising Worldwide: Concepts. Theories and Practice of International, Multinational and Global Advertising, Prentice Hall, 1994, Nueva York
DE MOOIJ, M., Global marketing and advertising: Understanding cultural paradoxes, Sage Publications, 1998, Thousand Oakes
DE MOOIJ, M., Consumer Behaviour and Culture, Sage Publications, 2003, Thousand Oakes
DE MOOIJ, M., Global Marketing and Advertising, Sage Publications, 2005, Thousand Oakes
Bibliografía Complementaria 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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