Global Advertising Practice in a Borderless World (Paperback)

Cultural and regional differences in creating and managing advertising require unique responses to a dynamic, rapidly globalising business environment. To be global in advertising is no longer to be homogenised or standardised, it is to be at the leading edge of social and cultural trends that are changing the world as we know it. Global Advertising Practice in a Borderless World covers a wide range of adaptive advertising practices, from major and emerging markets, in mainstream and digital advertising. It focuses on understanding how the globalisation of advertising works in practice, explored in three sections: globalising advertising in a media and communications context; advertising in a global world; and global advertising in a digital world. Covering past, present and potential futures, through an impressive ensemble of global advertising practitioners and academics, the book combines academic rigour with practical insights to provide a comprehensive analysis of the changing dynamics between advertising and globalisation. It will be of great interest to researchers, educators and advanced students in advertising, global branding, international marketing, international business media, communication and cultural studies.

General

Imprint:	Routledge
Country of origin:	United Kingdom
Series:	Routledge Studies in International Business and the World Economy
Release date:	December 2019
First published:	2017
Editors:	Robert Crawford • Linda Brennan • Lukas Parker
Dimensions:	234 x 156mm (L x W)
Format:	Paperback
Pages:	256
ISBN-13:	978-0-367-87315-8
Categories:	Books > Reference & Interdisciplinary > Communication studies > Media studies Books > Business & Economics > Business & management > International business Books > Reference & Interdisciplinary > Interdisciplinary studies > Cultural studies > General Books > Business & Economics > Business & management > Sales & marketing > Advertising Promotions
LSN:	0-367-87315-X
Barcode:	9780367873158

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