Seminar International Marketing
Cateora, P.R., Gilly M.C., & Graham, J. L. (2013). International Marketing, 16th. ed. New York, NY: MCGraw-Hill. ISBN: 978-0-07-352997-4
Identify an international advertising campaign that was successful and explain why or identify an unsuccessful global advertising campaign and explain why it failed. Outline 2-3 key things these examples teach us about global marketing communications and promotion programs in a global market.
Consider direct marketing and interactive marketing. Which type of marketing would you recommend for launching of a new product or service in a foreign market and why?
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