Global Advertising Practice in a Borderless World - Couverture rigide

Couverture rigide

ISBN 10 : 113891830X ISBN 13 : 9781138918306

Editeur : Routledge, 2017

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.

A propos du livre

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.

Détails de l'édition

• Éditeur: Routledge
• Date d'édition: 2017
• Langue: anglais
• ISBN 10: 113891830X
• ISBN 13: 9781138918306
• Reliure: Relié
• Nombre de pages: 254
• Éditeur: Crawford Robert, Brennan Linda, Parker Lukas
• Coordonnées du fabricant: Easy Access System Europe Oü, 16879218; gpsr.requests@easproject.com; ; Mustamäe tee 50, 10621, Tallinn, Estonia; Tallinn; 10621; Estonie