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Chapter Outline
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This chapter covers:

Introduction

  • Elements of international communications
  • The cultural dimension
  • Communications infrastructure

    • International corporate communications

  • Corporate identity on the global stage Public relations Sponsorship

    • Strategic promotion issues

    Standardise or adapt?

    Country of origin (COO)

    Multicultural markets Relationship marketing

    International media

  • Television & radio Print & billboards Exhibitions and fairs
  • The internet as an advertising medium

    • International communication tools

  • Advertising tools Sales promotion Personal selling and negotiation

    • Summary








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