• Summary
  • Contents
  • Subject index

In this comprehensive handbook of theory and practice of international advertising, the subjects are not treated in isolation, but rather linked to overall trends in business globalization. The contributors, representing academics and professionals from ten different countries, examine all aspects of international advertisng, from broad concepts and issues, developments in specific countries, and cutting-edge techniques developed outside of the United States. The result is a single `knowledge-bank' of theory and practice for advertising students and professionals.

Women as an Advertising Target: An International Overview
Women as an advertising target: An international overview
RenaBartos

It is a truism that effective marketing and advertising must be built on understanding of the consumer. Yet sometimes perceptions and assumptions about people and about countries prevent marketers from responding to the opportunities inherent in social change. There are two subjects about which everyone in the marketing and advertising communities has strong opinions and preconceptions. One of them is women. The other is international marketing.

NOTE: This chapter is based on data that has appeared in Rena Bartos, Marketing to Women Around the World (Cambridge, MA: Harvard Business School Press, 1989). Adapted and reprinted by permission of Harvard Business School Press.

It isn't too many years ago that markets in the ...

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