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.
You can read this ebook online in a web browser, without downloading anything or installing software.
This ebook is available in file types:
This ebook is available in:
After you've bought this ebook, you can choose to download either the PDF version or the ePub, or both.
The publisher has supplied this book in DRM Free form with digital watermarking.
You can read this eBook on any device that supports DRM-free EPUB or DRM-free PDF format.
The publisher has supplied this book in encrypted form, which means that you need to install free software in order to unlock and read it.
To read this ebook on a mobile device (phone or tablet) you'll need to install one of these free apps:
To download and read this eBook on a PC or Mac:
The publisher has set limits on how much of this ebook you may print or copy.