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Global Advertising - Insights from Multiple Markets
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The articles contained in this e-book cover a broad spectrum of topics related to global advertising. Specifically, topics include two literature reviews – one focusing on cross-cultural research published during the past decade, the other exploring advertising standardization research at the regional level. Managerial considerations are also presented via a discussion of cross-national market segmentation of the fashion industry, as well as an examination of headquarters considerations in making media selection decisions for multinational markets. Executional techniques are addressed in terms of the influence of the role of cultural values and there are also insights into the consumer perspective in two emerging markets. Despite the great variety of issues covered, the papers are united in their desire to move international advertising and marketing research forward. In this e-book the reader will find the latest research and insights contributed by authors from around the globe who are all acknowledged authorities in their field of experience.
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Emerald Group Publishing Limited; September 2007
160 pages; ISBN 9781846636639
Read online, or download in secure PDF format
160 pages; ISBN 9781846636639
Read online, or download in secure PDF format
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1846636639
9781846636622
9781846636639