菲利普·凯特奥拉《国际营销》（第14版）Chap016.pptVIP

I n t e r n a t i o n a l M a r k e t i n g What Should You Learn? Local market characteristics that affect the advertising and promotion of products The strengths and weaknesses of sales promotion and public relations in global marketing When global advertising is most effective; when modified advertising is necessary What Should You Learn? The effects of a single European market on advertising The effect of limited media, excessive media, paper and equipment shortages, and government regulations on advertising and promotion budgets The communication process and advertising misfires Globa