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Books > Reference & Interdisciplinary > Interdisciplinary studies > Globalization
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The Globalization of Advertising - Agencies, Cities and Spaces of Creativity (Hardcover, New)
Loot Price: R4,164
Discovery Miles 41 640
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The Globalization of Advertising - Agencies, Cities and Spaces of Creativity (Hardcover, New)
Series: Routledge Studies in Human Geography
Expected to ship within 12 - 17 working days
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The role of advertising in everyday life and as a major employer in
post-industrial economies is intimately bound up with processes of
contemporary globalization. At centre of the advertising industry
are the global advertising agencies which have an important role in
developing global brands both nationally and internationally. This
book indentifies and addresses questions on the globalization of
advertising through detailed study of the contemporary advertising
industry in Detroit, Los Angeles and New York City and the way
advertising work has changed in the three cities over recent years.
The Globalization of Advertising draws upon previously unpublished
research to unpack the contemporary structure, spatial organization
and city geographies of global advertising agencies. The book
demonstrates how teamwork in contemporary advertising agencies,
intra-organizational power relations and the distribution of
organizational capabilities all define how global agencies operate
as transnationally integrated organizations. This in turn allows
understanding to be developed of the role of the offices of global
agencies located in the three case study cities, Detroit, Los
Angeles and New York. The role of these three cities as preeminent
markets for advertising in the USA is shown to have changed
radically over recent years, experiencing both growth and decline
in employment as a result of their position in global networks of
advertising work; networks that operate in the context of a
changing US economy and the rise of new and emerging centres of
advertising in Asia and South America. This book offers a cutting
edge overview of recent and current trends in the globalization of
advertising and new insights into the way global advertising
agencies operate in and through world cities. It will be a valuable
resource for researchers and students studying Geography,
Management and Sociology.
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