Jacqueline Cannon

Robin Warner

Baubeta Patricia Odber de

As European Business ties develop, how are they reflected in the way companies promote themselves? And as our sense of group identity is broken down by global communications technologies, how do adverts continue to target mass audiences? This is the first analysis of the impact of adverstising, in terms of culture and of business, across the national boundaries of Europe. With examples from Siberia to the Iberian Peninsula, chapters explore the different constructions of regional, national, social and sexual identities exploited by advertisers to render their messages effective. They also consider the successes and failures of several Europewide strategic marketing plans, and describe stylistic and persuasive qualities of specific promotional texts.

The I of the Beholder

Advertising and Identity in Europe

Patricia M. Hillebrandt

'A comprehensive selection of those aspects of management theory which could have some relevance to main contracting.' - Mark Callender, Building Employers' Confederation, The Business Economist This book is the first to bring together those aspects of modern theories of economics and management which are of particular relevance to the strategic behaviour of major contracting firms and it does so in a way which is easily understood by the non-specialist reader. It analyses the different behaviour of contracting firms which is due to the special characteristics of the construction industry.

Jacqueline Cannon

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