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Author: Armand Mattelart
Publisher: Routledge
ISBN: 1134942389
Category : Business & Economics
Languages : en
Pages : 251
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Book Description
First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.
Author: Armand Mattelart
Publisher: Routledge
ISBN: 1134942389
Category : Business & Economics
Languages : en
Pages : 251
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Book Description
First published in 1991. Routledge is an imprint of Taylor & Francis, an informa company.
Author: Sandra Diehl
Publisher: Springer Science & Business Media
ISBN: 3835057022
Category : Business & Economics
Languages : en
Pages : 477
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Book Description
The book presents a wide selection of studies and works in the area of international communication including seven main areas: Advertising and Communication Effects; Advertising and Information Processing; Communication and Branding; Emotional, Social and Individual Aspects of Communication; Communication and New Media; International Advertising and, finally, Perspectives on the Future of International Advertising
Author: John Philip Jones
Publisher: SAGE
ISBN: 0761912452
Category : Business & Economics
Languages : en
Pages : 423
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Book Description
A handbook of the theory and practice of international advertising linked to overall trends in business globalization.
Author: Barbara Mueller
Publisher: Peter Lang
ISBN: 9781433103841
Category : Business & Economics
Languages : en
Pages : 382
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Book Description
"The second edition of this great book brings a wealth of updates and insights into international advertising. Barbara Mueller has a knack of drawing you in so that you find yourself unable to put each chapter down. One of the great strengths of the book is that it provides context, be it historic, societal or marketing, along with considerable depth of knowledge."---Douglas West, University of Birmingham --
Author: Hong Cheng
Publisher: John Wiley & Sons
ISBN: 1118378458
Category : Language Arts & Disciplines
Languages : en
Pages : 574
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Book Description
This timely handbook brings academic excellence to international advertising research in the form of 28 contributions from over 40 leading scholars. The handbook’s comprehensive treatment highlights existing knowledge, reports major findings across the subject, and recommends directions and agendas for future research. Fills the existing gap between the rapid growth in scholarly research on international advertising and the pressing need for more high-quality research in the area Covers 28 major areas in international advertising research, with contributions from more than 40 international advertising scholars based in over 10 countries or territories Comprehensive treatment includes the history of international advertising, audiences and media, strategy and execution, content effects, regulation, ethics, and advertising education Highlights existing knowledge in international advertising, reports major findings on a broad range of topics, and offers expert recommendations on directions for future research Contributors represent the most highly respected academics among international advertising researchers
Author: Management Association, Information Resources
Publisher: IGI Global
ISBN: 1522517944
Category : Business & Economics
Languages : en
Pages : 1838
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Book Description
Effective marketing techniques are a driving force behind the success or failure of a particular product or service. When utilized correctly, such methods increase competitive advantage and customer engagement. Advertising and Branding: Concepts, Methodologies, Tools, and Applications is a comprehensive reference source for the latest scholarly material on emerging technologies, techniques, strategies, and theories for the development of advertising and branding campaigns in the modern marketplace. Featuring extensive coverage across a range of topics, such as customer retention, brand identity, and global advertising, this innovative publication is ideally designed for professionals, researchers, academics, students, managers, and practitioners actively involved in the marketing industry.
Author: Shintaro Okazaki
Publisher: Edward Elgar Publishing
ISBN: 1781001049
Category : Business & Economics
Languages : en
Pages : 577
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Book Description
'Almost 50 of the leading researchers, teachers and thought leaders have come together to brilliantly cover the complex and evolving field of international advertising research. From culture to methodologies to the newest in digital approaches, international advertising research has never gotten as compete coverage as found in this one volume.' – Don E. Schultz, Northwestern University, US 'An excellent book for international marketing scholars and advertising executives that focuses on the complexity of making advertising decisions in a global world. The contributors identify how international advertising perspectives are being transformed by such changes as the emergence of social media, rise of BRIC countries, and increasing concern for localization of advertising. Confident in predictions and bold in recommendations, this book is written with ambition, scope, and verve that sets it apart from the usual advertising books.' – Subhash C. Jain, University of Connecticut, US 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.
Author: Nükhet Vardar
Publisher: El İzi İletişim Danışmanlık Ltd. Şti.
ISBN: 6254438747
Category : Business & Economics
Languages : en
Pages : 184
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Book Description
Author: Emmanuel C. Alozie
Publisher: Routledge
ISBN: 1135696942
Category : Business & Economics
Languages : en
Pages : 145
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Book Description
Advertising and Emerging Societies in a Technological and Global Economy critically examines the symbols and values conveyed in Nigerian mass media advertising, and provides an illuminating account of the role, relationship, and impact of advertising and information technologies on the development of African societies.
Author: Marieke de Mooij
Publisher: SAGE Publications
ISBN: 1483315452
Category : Business & Economics
Languages : en
Pages : 416
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Book Description
Packed with cultural, company, and country examples that help explain the paradoxes international marketers are likely to encounter, Global Marketing and Advertising (by Marieke de Mooij) offers a mix of theory and practical applications as it covers globalization, global branding strategies, classification models of culture, and the consequences of culture for all aspects of marketing communications.
