Table of contents for Global advertising : rhyme or reason? / Nukhet Vardar.

Bibliographic record and links to related information available from the Library of Congress catalog

Information from electronic data provided by the publisher. May be incomplete or contain other coding.

Getting Started
Advertising - A Tricky Term
To Globalise or not to Globalise
The Current State of the Debate
Marching on with a Different Drummer
What the Future Holds
The Urge to Power
HQs Role in Advertising; Big Brother: The Agency Head Office (AHO) or Clients HQ?
International Advertising Agencies - Two-Headed Dragons
Making the Good Better
Account Executives and Global Campaigns
Your Campaign has the Right to be Global, Too!
Concluding Remarks

Library of Congress subject headings for this publication:
Export marketing.
Advertising agencies -- Management.
Communication, International.