Global Perspective: Barbie versus Mulan

Sales Promotions in International Markets

International Public Relations

International Advertising

Advertising Strategy and Goals

Product Attribute and Benefit Segmentation

Regional Segmentation

The Message: Creative Challenges

Global Advertising and the Communications Process

Legal Constraints

Linguistic Limitations

Cultural Diversity

Media Limitations

Production and Cost Limitations

Media Planning and Analysis

Tactical Considerations

Campaign Execution and Advertising Agencies

International Control of Advertising: Broader Issues