Handbook of Research on International Advertising (Hardcover)

The Handbook of Research on International Advertising presents the latest thinking, experiences and results in a wide variety of areas in international advertising. It incorporates those visions and insights into areas that have seldom been touched in prior international advertising research, such as research in digital media, retrospective research, cultural psychology, and innovative methodologies. Forming a major reference tool, the Handbook 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.

General

Imprint:	Edward Elgar Publishing Ltd
Country of origin:	United Kingdom
Series:	Research Handbooks in Business and Management series
Release date:	February 2012
Editors:	Shintaro Okazaki
Dimensions:	234 x 156mm (L x W)
Format:	Hardcover
Pages:	576
ISBN-13:	978-1-84844-858-2
Categories:	Books > Business & Economics > Business & management > International business Books > Business & Economics > Business & management > Sales & marketing > Market research Books > Business & Economics > Business & management > Sales & marketing > Advertising
LSN:	1-84844-858-9
Barcode:	9781848448582

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