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Handbook of Research on International Advertising
Barnes and Noble
Handbook of Research on International Advertising
Current price: $78.95
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Barnes and Noble
Handbook of Research on International Advertising
Current price: $78.95
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Forming a major reference tool, the
provides comprehensive coverage of the area, including entries on: theoretical advances in international advertising research, culture and its impact on advertising effectiveness, online media strategy in global advertising, methodological issues in international advertising, effectiveness of specific creative techniques, global advertising agencies, international perspectives of corporate reputation, transnational trust, global consumer cultural positioning, and performance of integrated marketing communications, among others.
Researchers, students and practitioners in the fields of marketing, advertising, communication, and media management will find this important and stimulating resource invaluable.