Articles liés à Global Advertising Practice in a Borderless World

Global Advertising Practice in a Borderless World - Couverture souple

Livre 63 sur 78: Routledge Studies in International Business and the World Economy
 
9780367873158: Global Advertising Practice in a Borderless World
Couverture souple
ISBN 10 : 036787315X ISBN 13 : 9780367873158
Editeur : Routledge, 2019

Synopsis

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.

Les informations fournies dans la section « Synopsis » peuvent faire référence à une autre édition de ce titre.

À propos de l'auteur

Robert Crawford is a Professor in the School of Media and Communication at RMIT University, Australia.

Linda Brennan is a Professor in the School of Media and Communication at RMIT University, Australia.

Lukas Parker is a lecturer in the School of Media and Communication at RMIT University, Australia.

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
Routledge
Date d'édition
2019
Langue
anglais
ISBN 10 
036787315X
ISBN 13 
9780367873158
Reliure
Broché
Nombre de pages
256
Éditeur
Crawford Robert, Brennan Linda, Parker Lukas
Coordonnées du fabricant
non disponible
Personne responsable
non disponible