Handbook of Research on International Advertising - Couverture souple

Couverture souple

ISBN 10 : 178347601X ISBN 13 : 9781783476015

Editeur : Edward Elgar Publishing Ltd, 2014

Synopsis

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.

A propos du livre

À propos de l'auteur

Edited by Shintaro Okazaki, Professor of Marketing, Department of Management, King’s College London, UK

Détails de l'édition

• Éditeur: Edward Elgar Publishing Ltd
• Date d'édition: 2014
• Langue: anglais
• ISBN 10: 178347601X
• ISBN 13: 9781783476015
• Reliure: Broché
• Nombre de pages: 576
• Éditeur: Okazaki Shintaro
• Coordonnées du fabricant: non disponible
• Personne responsable: non disponible